Best Canadian Brands 2008 : A ranking by brand value

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Best Canadian Brands 2008 : A ranking by brand value
English | 44 pages | PDF | 1.2 MB
Interbrand is pleased to present its second biennial ranking of the Best Canadian Brands by brand value, in cooperation with The Globe and Mail’s Report on Business.

This country-specific study for Canada uses the same methodology as our Best Global Brands ranking, which is published each year with BusinessWeek magazine.

Over the past ten years, our global and regional rankings have become the barometer of successful brand management. The environments in which brands operate, and the challenges and opportunities they face, have changed dramatically during this time. Evidence is stronger each year that brands have the ability to create significant economic value for the businesses they serve, and we can successfully measure the value created.

Interbrand pioneered the technique of measuring brands as business assets twenty years ago and draws upon a wealth of valuation experience and branding expertise to produce this study, having conducted over 5,000 valuations for brands around the world.

The clearest output of this exercise is the asset value of the brand, but understanding what is driving this brand value is far more important to the business. The insights gained through brand analytics and measurement focus brand management on the elements that will effectively increase the brand’s value among stakeholders – revealing how brand can drive revenue and profitability by influencing choice and sustaining margins.

We regard brand valuation as a proactive tool. The process of determining the earnings attributable to intangibles, assessing the role that brand plays in purchase decisions, and the relative competitive strength of the brand within its markets focuses attention on building brand value. It is now common knowledge that branding is fundamental to business success. Increasingly, we need to understand how brands deliver value, and use this information to better inform business decisions.

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