Canada Post has earned the top spot in the Canada’s Most Iconic Brands survey by Brand Finance Canada, which ranks Canadian brands based on public vote.
Canada Post is one of the largest Crown corporations in Canada, with fiscal 2008 revenue of $7.7 billion and 72,000 employees.
Canadian Tire and Tim Hortons came in second and third in the second bi-annual survey, which was conducted as part of the Canada’s Most Valuable Brands 2009 report released in the spring.
The top 10 was rounded out by (in order): CBC, Air Canada, Toronto Maple Leafs, Montreal Canadiens, Petro Canada, Via Rail and the CN Tower.
“An iconic brand can not only help shape and/or define a country, but is so emotionally driven, that its constituents identify themselves through their association with it and reward it with their loyalty,” David Kincaid, president and CEO at brand strategy firm Level 5, , said in a release.
The independent brand valuation consultancy asked a representative, national sample of Canadian consumers for their iconic picks, from a list compiled by Level 5.
The brands listed on the survey included public and private companies, not-for profit organizations and crown corporations.
RBC topped the Valuable Brands list, which was compiled based on the financial value of a brand trademark.
With a brand value pegged at nearly $5.4 billion, RBC held onto the No. 1 rank it also owned in the 2007 report.
