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The Strategic Counsel and Cundari SFP joined forces presented the results from the Canada’s Best Managed Brands Survey 2006 Wednesday morning. The survey was conducted with 1,000 executives to rate Canadian owned or created brands across Canada. Tim Horton’s top the top spot for the 3rd year in a row, other winners include Canadian Tire and WestJet.

What makes a Top Brand?

Jeanette Hanna, Vice President Brand Strategy, Cundari SFP sums it up best “If there is one lesson we can learn from Tim’s, and other top brands such as Canadian Tire, WestJet Airlines, Molson Canadian and Cirque du Soleil, it is that the most effective brands shape our entire experience, sometimes in surprising ways. That is because consumers are increasingly seeking products and services that jibe with their sense of how the world is, or should be. In other words, the brands we value most are the ones that help us understand or connect to our world in some way.”

The top 10 Best Managed Canadian Brands for 2006 are:

• Tim Hortons - 38%
• Canadian Tire - 20%
• WestJet - 19%
• Cirque du Soleil - 18%
• President’s Choice -14%
• Molson Canadian - 11%
• Loblaws -11%
• Bell/Bell Mobility - 9%
• TD Canada Trust 9%
• Shoppers Drug Mart 9%

The worst managed brand was again Air Canada and second, interestingly enough was Bell/Bell Mobility who also ranked eighth in the best-managed group.

The top responses for the Worst Managed Canadian Brands for 2006 are:

• Air Canada – 34%
• Bell/Bell Mobility – 16%
• Rogers Wireless – 11%
• CBC – 10%
• Zellers – 10%
• Toronto Maple Leafs – 10%
• Petro-Canada – 9%
• Hydro Quebec – 9%
• Bell ExpressVu – 9%
• Future Shop – 9%
• Telus – 9%

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