TD has maintained its position as the most valuable Canadian brand for the third consecutive year, according to the Canada 100 2025 report by Brand Finance.
The ranking, which assesses the value and strength of Canadian brands, shows that TD’s brand value has decreased by 10% to C$23.4 billion this year, mainly due to revised long-term revenue forecasts. Despite this decline, TD continues to lead in key brand metrics, such as familiarity, consideration and preference, outperforming other Canadian brands.
In the insurance sector, Canada Life ranked fifth, while Manulife saw the fastest growth among the top 10, with a 22% increase in brand value to C$9.5 billion, driven by its performance in Asia. TELUS retained its position as the most valuable telecom brand in Canada, ranking eighth.
The Canada 100 report measures brand value based on factors including financial performance, market share and customer perception. TD’s strong performance in these areas has allowed it to remain at the top, even as the Canadian economy faces uncertainty.
Crown Royal saw the largest increase in brand value, rising 78% to C$3.2 billion. The whisky brand also earned the title of the country’s strongest brand, achieving a Brand Strength Index score of 90.7 out of 100. The brand received high marks in price acceptance, preference and reputation.
Banking remains the dominant sector in the ranking, with financial institutions making up one-third of the total brand value. RBC, Scotiabank, BMO, and CIBC also ranked among the top 10 brands, highlighting the sector’s continued strength in Canada.
Retail brand Circle K moved up to third place overall, with a brand value increase of 11%, reaching C$17.2 billion.
Laurence Newell, managing director at Brand Finance Americas, commented that this year’s results reflect a more cautious outlook for Canadian brands, with a decline in overall brand value due to economic and political uncertainty.
However, Newell noted that many brands have managed to strengthen their positions by improving customer perceptions and strategic positioning, underscoring the ongoing importance of brand strength in maintaining long-term value.
