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.