Interbrand has released its annual “Best Canadian Brands of 2014” and within the top 25 are Bell, Rogers and TELUS. All the Big 3 increased their positions over previous years and have a combined “brand value of almost $10 billion.” Bell is leading with a ranking of number 6 of the best brand in Canada, followed by Rogers at 8, then TELUS coming in at 10. The total value of the 25 Best Canadian Brands is C$72.8 billion.
- Bell: $3.340 billion (9% increase from 2012)
- Rogers: $3.165 billion (6% increase from 2012)
- TELUS: $2.888 billion (whopping 46% increase from 2012)
Interbrand stated they calculate the Best Canadian Brands by compiling a list from its marketing database and ranks them through a series of spreadsheets and numbers from the following criteria: 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.
Missing from this list is BlackBerry, who was ranked #4 in 2012. The reasons for each telecom carrier received a mention was the following:
Bell, which Interbrand stated had a challenging year in wireless by TELUS overtaking 2nd spot in subscribers, is “doing right” by raising awareness of mental health issues with the “Let’s Talk campaign.” 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.” As for TELUS, one of the biggest movers on the list, is a “telecom trailblazer” that is “reshaping consumer expectations” by putting the customer first.
“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,” says Carolyn Ray, Interbrand Canada’s Managing Director. “Many Canadian brands are transforming their industry sectors, and aspire to become great global brands that deliver business value to their stakeholders.”
Source: Interbrand (2)