Annual ranking considers factors beyond market cap
An annual evaluation of the most valuable Canadian brands continues to be led by financial services.
The Canada 100 2025 ranking from Brand Finance lists the 100 strongest and most valuable brands by comparing metrics including the net economic benefit that a brand owner would achieve by licensing the brand in the open market (brand value) and the efficacy of a brand’s performance on intangible measures relative to its competitors (brand strength).
Topping the ranking this year is TD with a brand value of $23.4 billion, despite its challenges in 2024 which continue to impact the business and resulted in a 10% drop in brand value. However, it outperformed with consumes for familiarity, consideration, and preference. Methodology can be seen in the full report.
RBC is just behind in second place with a brand value of $22.4 billion, helped by its integration of HSBC Canada.
There are also top ten places for Brookfield ($17.2 billion) in 4th, Canada Life ($17.1 billion) in 5th, Scotiabank ($14.3 billion) in 6th, BMO ($14.1 billion) in 7th, and CIBC ($11.9 billion) in 9th, and Manulife ($9.5 billion) in 10th. Circle K and Telus complete the top ten.
“This year’s results reflect a more cautious outlook for Canadian brands, with total brand value down amid rising political and economic uncertainty,” said Laurence Newell, Managing Director, Brand Finance Americas. “However, even in a challenging environment, many brands are distinguishing themselves through stronger perceptions and strategic positioning. As risks mount, brand strength remains a key differentiator, helping businesses build trust, drive preference, and maintain long-term brand value.”
Earlier this year, Brand Finance published its ranking of the world’s most valuable brands with Canadian firms way down the list – TD was 120th – and technology firms leading the rankings including Apple, Microsoft, and Google.
