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RBC named Canada's most valuable brand
Toronto, December 23, 2005 – For the second consecutive
year, RBC Financial Group was named Canada’s most valuable
brand. The study was conducted by U.K.-based Brand Finance
in conjunction with Ceteris Canada, a Toronto-based tax valuation
firm and the Institute of Communications and Advertising.
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
moved up two per cent over last year and the value of its
brand is $4.5 billion.
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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