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RBC named Canada's most valuable brand
June 19, 2007 — For the third consecutive year,
RBC has been named Canada's most valuable brand in the annual
study conducted by U.K.-based Brand Finance. The findings
of this survey were reported in Canadian Business Magazine.
The study measures how much a company's reputation is worth
by looking at how much it would cost a company to rent their
trademarks, logos and other brand-related assets from a third
party. According to the study, the value of the RBC brand
increased from last year to $5 billion, up from $4.5 billion
in 2006. RBC received an overall brand rating of A+.
The survey uses publicly available sales, market-share and
advertising data to estimate brand royalty rates for each
of Canada's largest industry sectors. Market surveys, consumer
research and company filings are used to determine the company's
brand strength, consumer awareness, retail presence and marketing
spending.
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