TD Bank Group (TD) is the most valuable brand in Canada for the second consecutive year, according to the latest Canada 100 report by Brand Finance the world’s leading brand valuation consultancy.
With a brand value of CAD25.8 billion, TD edges out RBC, which holds the second position with a brand value of CAD22.4 billion. TD has shown robust performance in Brand Finance’s latest consumer research findings. Across Canada, Familiarity has increased from 71% to 84%, and 31% of individuals currently report using TD’s services.
WSP Global brand value soars 72%
WSP Global is the fastest-growing brand in Canada this year, with a notable 72% surge in brand value, now standing at CAD1.6 billion. This growth is primarily attributed to strategic acquisitions and market expansion efforts. The integration of Golder in 2021 and the subsequent rebranding in 2023 notably bolstered market share, driving significant growth. WSP continues its expansion journey with the acquisition of John Wood Group in 2022, aimed at enhancing its environmental leadership and, more recently, Communica Public Affairs, strengthening its indigenous and stakeholder engagement services in Canada.
TELUS dials up success, overtaking Bell to become Canada’s most valuable telecoms brand
TELUS has recorded a solid 13% brand value growth to CAD11.7 billion, positioning it as the leading telecoms brand in Canada this year, surpassing Bell (brand value down 2% to CAD10.8 billion). TELUS has reported robust financial performance, driven by expanding its subscriber base – which now surpasses 10 million mobile phone users – after celebrating the strongest fourth-quarter customer growth on record. This notable achievement underscores the efficacy of its advanced broadband networks and customer-centric ethos.
Moreover, TELUS’s Brand Strength Index score has increased by 4.2 points to 80.3 out of 100. This growth primarily stems from enhanced reputation scores and improved perceptions regarding its environmental initiatives. TELUS is actively pursuing its objective of transitioning to 100% renewable or low-emission electricity within the next two years and a commitment to be carbon neutral by 2030 or sooner.
A&W is Canada’s strongest brand
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 41 countries and across 31 sectors.
This year, A&W has claimed the title of Canada’s strongest brand with a Brand Strength Index (BSI) score of 85.3 out of 100. With over 1,000 restaurants across Canada, A&W has consistently maintained a strong level of awareness and familiarity among Canadian consumers. Brand Finance’s latest research underscores this, revealing familiarity and consideration scores of 85% and 93%, respectively, across Canada.
Despite its continued success as the strongest Canadian brand for the second consecutive year, A&W has experienced a slight decline in overall strength this year, primarily attributed to lower ESG scores. However, in a significant stride towards sustainability, A&W Canada became the first QSR brand to launch a nationwide exchangeable cup program, ‘A&W One Cup,’ to combat single-use cup waste. This initiative could bolster positive perceptions across ESG dimensions in the upcoming year.
TD has the highest Sustainability Perceptions Value at CAD1.76 billion
As part of its analysis, Brand Finance assesses the role of specific brand attributes in driving overall brand value. One such attribute that is growing rapidly in significance is sustainability. A brand’s perceived sustainability on environmental, social, and governance is represented by Sustainability Perceptions Scores. The proportion of brand value attributable to sustainability perceptions, or ‘Sustainability Perceptions Value’, is then calculated for each brand.
In addition to being the most valuable Canadian brand, TD has the highest Sustainability Perceptions Value of Canadian brands, at CAD1.76 billion. TD’s position at the top of the Sustainability Perceptions Value table does not assess its overall sustainability performance but rather indicates how much brand value is tied to its sustainability perceptions.
TD’s dedication to sustainability has received recognition in Brand Finance’s research. Amongst brands with high familiarity, TD is the highest-perceived banking brand by Canadian respondents for the environmental dimension and second for social and governance. TD recently unveiled its ambitious three-year, USD 20 billion Community Impact Plan, aimed at empowering diverse and underserved communities across the United States.
Additionally, through the 2023 TD Ready Challenge, TD also awarded $10 million in grants toward innovative solutions that address barriers to affordable housing. Under TD’s Climate Action Plan, which serves as the Bank’s Transition Plan, TD continues to advance on the Bank’s sustainability goals and role as a corporate citizen.
Most Canadians want both AI + Human Support in Customer Service Experiences: ServiceNow
Posted in Commentary on April 10, 2024 by itnerdWith ongoing debate about whether people want more AI or human interaction, new data from ServiceNow reveals a key insight: Canadians want both. The report reveals 61% of Canadian consumers prioritize seeking assistance from a human to resolve complex issues, whereas nearly half (44%) are open to AI-powered services like chatbots or intelligent search engines.
The study underlines why businesses must strike a balance in meeting consumer preferences—with 74% of Canadians saying they are less loyal to brands than they were two years ago, embracing AI tools becomes essential to stay competitive in today’s market.
The recent ServiceNow Consumer Voice Report 2024 surveyed 1,000 Canadians and found:
You can also find the full survey results here.
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