Brand Finance’s annual 2025 ranking, released Thursday, identified Canada’s 100 most valuable brands. A guide to top Canadian-made products, while acknowledging the economic and political headwinds facing these companies, according to Laurence Newell, Managing Director of Brand Finance Americas.

Newell stated that this year’s ranking reflects a more cautious outlook for Canadian brands due to increased political and economic uncertainty, leading to a decline in total brand value. However, he noted that strong brand perception and strategic positioning are helping many brands stand out, emphasizing that brand strength is crucial for building trust, driving preference, and sustaining long-term value amid rising risks.

For the third straight year, TD has secured the top spot as Canada’s most valuable brand, reaching a valuation of $23.4 billion in the 2025 ranking. Notably, several financial institutions are also present on the list. Scotiabank, BMO, and CIBC also secured spots within the top 10. Notably, Circle K claimed the third position, experiencing an 11 percent increase in brand value to $17.2 billion.

The report highlights the convenience store’s two-spot climb from the previous year, attributing its growth to ongoing expansion, particularly in the U.S. and Europe. Other well-known Canadian brands on the list included Tim Hortons at number 11, followed by telecom giants Bell and Rogers in 12th and 13th place, respectively.

Lululemon stood out as the only apparel brand, ranking 15th. Major grocery chains like Loblaws, Shoppers Drug Mart, Real Canadian Superstore, and Metro all landed in the 30s.

Scotiabank, BMO, and CIBC also secured spots within the top 10. Notably, Circle K claimed the third position, experiencing an 11 percent increase in brand value to $17.2 billion. In its 2025 analysis, Brand Finance also identified Canada’s strongest brands, with Canadian whisky Crown Royal taking the top spot. Crown Royal achieved an impressive brand strength score of 90.7 out of 100, a significant 23-point increase from the previous year. The report noted perfect 10 scores for the brand in key areas like price acceptance, preference, and reputation.

Dollarama secured second place as Canada’s strongest brand with a score of 86.6. The report highlights its high familiarity, likeability, consideration, and recommendation scores, fueled by ongoing store expansion and strong market presence. A&W followed in third with a score of 84.5, attributed by Brand Finance to its exceptionally high familiarity among Canadian consumers.

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