Brand Finance Canada 100 2025: TD is the most valuable Canadian brand for the third year running, while Crown Royal leads for growth and strength

VANCOUVER, British Columbia--(BUSINESS WIRE)--TD has retained its position as the most valuable Canadian brand for the third consecutive year, according to the latest Canada 100 2025 report by Brand Finance. Despite a 10% decline in brand value this year to CAD23.4 billion, attributed to lower long-term revenue forecasts, TD continues to demonstrate resilience in a shifting economic landscape. According to Brand Finance research in Canada, TD achieves best-in-class scores for familiarity, consideration, and preference, outperforming all Canadian competitors across key brand funnel metrics.

Crown Royal is the standout performer this year, with its brand value up 78% to CAD3.2 billion, making it the fastest-growing Canadian brand. It also claims the title of the country’s strongest brand, achieving a Brand Strength Index score of 90.7 out of 100. Brand Finance research reveals perfect 10 scores across key perception metrics, including price acceptance, preference, and reputation.

Banking continues to dominate as Canada’s most valuable sector, contributing one-third of the total brand value in the ranking. Five additional banks feature in the top 10: RBC in 2^nd, Brookfield in 4^th, Scotiabank in 6^th, BMO in 7^th and CIBC in 9^th.

Retail brand Circle K moved up to third place overall, with brand value up 11% to CAD17.2 billion.

Across the insurance sector, Canada Life sits in 5^th overall, while Manulife (up 22% to CAD9.5 billion) recorded the fastest growth among the top 10, driven by strong performance in Asia. TELUS remains Canada’s most valuable telecoms brand and ranks 8^th.

Laurence Newell, Managing Director, Brand Finance Americas:

“This year’s results reflect a more cautious outlook for Canadian brands, with total brand value down amid rising political and economic uncertainty. 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.”

View the full Brand Finance Canada 100 2025 report

See details of Brand Finance’s methodology here, along with frequently asked questions.