Valuation and strategy consultants Brand Finance just released their list of the 10 most valuable brands in Canada, and Canadian banks and telecom companies emerged on top, with RBC leading the pack.
Written by Ross Dias In his letter, CEO of Brand Finance, David Haigh, says the primary purpose of a commercial company "must always be to make money," which was a key factor in brand valuation. Thomson Reuters - the only media company - is the only new entrant to the league table and is named Canada’s 10th most valuable brand, while Brookfield Asset Management grew the most from last year's valuation, at 20 percent. RBC maintained its position from last year's tally, with strong growth, up four percent from 2017, and TD fell by 5 percent, which may put it's place in the league at risk for 2019. Here's the full list:| Rank 2018 | Rank 2017 | Brand name | Industry | Brand value (CAD bn) 2018 | % change |
| 1 | 1 | RBC | Banks | 17.3 | 4% |
| 2 | 2 | TD | Banks | 15.6 | -5% |
| 3 | 3 | Bell | Telecoms | 13.5 | 6% |
| 4 | 4 | Scotiabank | Banks | 12.7 | 13% |
| 5 | 5 | BMO | Banks | 10.2 | 0% |
| 6 | 6 | Rogers | Telecoms | 9.8 | 9% |
| 7 | 7 | Telus | Telecoms | 9.6 | 12% |
| 8 | 8 | CIBC | Banks | 8.9 | 8% |
| 9 | 9 | Brookfield Asset Management | Banks | 8.4 | 22% |
| New | - | Thomson Reuters | Media | 6.6 | - |
