Five years ago, Interbrand Canada started to release its findings on Canada’s top 25 companies, and they just released their findings for 2014 with Rogers, Bell and TELUS all in the top ten. What is very sad to see is that BlackBerry, once the pride of Canada, no longer made the cut after they were number four in just 2012. This is not like the J.D. Power awards – these awards are not based on customer satisfaction, but really how well the company is doing. Our source said that all of the brands must meet the same criteria:
The brand’s country of origin must be Canada; there must be substantial publicly available financial data; economic profit must be positive; and the brand must have a broad public profile and awareness.
In the top twenty-five rankings, Canada’s Big Three all made the cut – Bell is leading at number six, followed by Rogers at number eight, and TELUS just slide in the top ten at number ten. The total value of the entire top 25 Best Canadian Brands is C$72.8 billion…Bell brings $3.340 billion to the table and that is a 9-percent increase from 2012. Rogers is at $3.165 billion, a 6-percent increase from 2012 and TELUS brings $2.888 billion to the party, which is an amazing 46-percent increase from 2012. One Interbrand’s ‘Top Risers,” is number ten Telus as they continue to get closer to Bell and Rogers after growing 46 per cent to $2.9 billion in brand value. Carolyn Ray, Interbrand Canada’s newly appointed Managing Director stated:
“Canadian brands are faced with extraordinary and unique challenges, making it imperative that they have the courage and confidence to step out of line to transcend the ‘business as usual’ approach…World-changing brands don’t wait in line. They leave industry norms behind, redefine sectors, and embrace innovation to compel and captivate consumers, employees, and stakeholders alike. Many Canadian brands are transforming their industry sectors, and aspire to become great global brands that deliver business value to their stakeholders.”
Each of the Telcom carriers was cited for being on the list – Bell for its ‘Let’s Talk campaign” by raising awareness of mental health issues. Rogers “gets that content is king,” but “also finds it difficult to create and sustain positive consumer sentiment, and have become one of the most disliked brands in Canada.” TELUS, the fastest growing Telcom on the list is “reshaping consumer expectations” because they put their customers first.
Please let us know on our Google+ Page if you are happy with your carrier – do you agree with Interbrand’s assessment…as always, we would love to hear from you.