The combined value of Canada’s 40 strongest brands has risen 36% to US$287 billion over the past year. According to our latest Kantar BrandZ Top 40 Most Valuable Canadian Brands report, the combined value of the Top 40 has doubled since 2019, growing more than twice as fast as the national economy. Collectively, these brands now account for 11% of Canada's GDP, up from 8% in 2019. This year alone, 10 brands increased their value by more than 50%, underscoring the ability of strong brands to drive growth despite economic uncertainty and evolving consumer expectations.
Financial Services continues to dominate Canada's brand landscape, with 15 brands accounting for more than two-thirds of the ranking's total value. The sector claims the Top 5 positions and eight of the 10 top-rising brands, underlining the power of sustained investment in customer relationships, relevance, trust and human-centred innovation.
RBC remains Canada's most valuable brand, growing 52% to US$71.1 billion. The bank has strengthened its brand through a combination of innovation, enhanced customer value and high-profile marketing, including a major advertising campaign featuring actor Will Arnett.
Commenting on this remarkable result, Mary DePaoli, Executive Vice President and Chief Marketing Officer, RBC, said, “In a complex world that’s constantly evolving, a strong brand is a company’s anchor – it's the trust we earn, the values we stand for, and the connection we have with our clients. That's why we're so proud to see RBC named Canada's most valuable brand for eight consecutive years. This recognition highlights the enduring strength of our brand both in Canada and globally, the confidence our clients place in us, and our employees’ unwavering commitment to our clients and communities.”
TD retains its No.2 position and is the second highest riser in the ranking, growing 73% to US$41.6 billion and earning a place in this year’s BrandZ Global Top 100. TD has successfully combined AI-driven innovation with a strong focus on customer relationships, delivering simpler, faster and more relevant banking experiences. Meanwhile, BMO climbs into the Top 3, increasing its brand value by 52% to US$15.5 billion through a value-driven, transparent approach that has included the launch of a low-fee trading app.
At No.4, CIBC is the top riser in the ranking, soaring 78% in value to US$13.5 billion.
Affordability remains a defining priority for Canadian consumers, and the retail brands delivering value without compromise continue to outperform. Leading the way is discount retailer Dollarama (No.8; US$9.7bn; +31%), whose strong growth reflects ongoing demand for accessible, value-focused shopping. The success of five Loblaw-owned brands, including Shoppers Drug Mart (+27%), Real Canadian Superstore (+7%), Maxi (+35%), President's Choice (+27%) and No Frills (+31%), further highlights the strength of brands that combine convenience and affordability in a challenging economic environment.
Telecom brands continue to play a vital role in Canada's brand landscape, accounting for 13% of the Top 40's total value. Among the strongest performers is Vidéotron (No.22; US$2.6bn), which grew 32% and climbed five places in the ranking. Continued investment in 5G infrastructure, the acquisition of Freedom Mobile and the success of its value-oriented mobile brand Fizz have strengthened its competitive position.
New challengers bring fresh momentum
Three newcomers enter this year's ranking, demonstrating how strong differentiation and innovation continue to create value. Outdoor apparel brand Arc’teryx ($2.0bn) debuts at No.27, showing consumers have an appetite for super premium brands that bring a point of difference – in this case combining high style and rugged practicality. A master at finding new space to grow, Arc’teryx has expanded its overseas sales and introduced new lines outside its core business.
Fintech disruptor Wealthsimple (US$1.9bn) enters the ranking at No.28, reflecting the growing appeal of digital-first financial services that deliver simplicity, value and convenience. By combining investing, banking and credit within a single platform, the fintech has built Meaningful Difference in a highly competitive category.
IG Wealth Management (US$1.0bn) joins the ranking at No.38, reinforcing the continued importance of trusted financial advice and personalised wealth management. Together, the two newcomers demonstrate how Canadian consumers increasingly value both digital convenience and expert guidance when managing their financial futures.
Powering the next phase of growth
Kantar analysis of BrandZ Canada’s Top 40 shows that the next phase of growth for Canadian brands will depend on their ability to build momentum by expanding their appeal, entering new markets and responding to evolving consumer needs. While Canadian brands enjoy a strong reputation globally, they generate less value internationally than the global average, creating a significant opportunity for future growth.
Canada's strongest brands are increasingly important drivers of business and economic growth, increasing their total brand value by 100% since 2019. As market conditions continue to shift, the brands pulling ahead are those that combine trusted foundations with a deep understanding of evolving consumer needs, allowing them to remain relevant, differentiate effectively and create lasting value.
More insights from the 2026 Kantar BrandZ Most Valuable Canadian Brands report include:
- Brands with the strongest Future Power grew 1.6 times faster than their peers. This metric, based on consumer perceptions of how Meaningful, Different and Salient a brand is, indicates its potential for future value growth
- Fintech brands are winning on value and convenience. Digital-first brands, such as Wealthsimple, are gaining ground by delivering simpler, lower-cost and higher-value customer experiences
- Strong brands continue to prove their worth to customers. Brands including MAC Cosmetics (No.23) and Air Canada (No.32) show that consumers remain willing to pay for superior quality, performance and differentiation
The 2026 Kantar BrandZ Top 40 Most Valuable Canadian Brands ranking, full report and in-depth analysis are now available at: www.kantar.com/campaigns/brandz/canada
For category-level competitive insights, Kantar’s free BrandSnapshot tool, powered by BrandZ, offers at-a-glance intelligence on 15,000 brands worldwide. Explore it here.
