Canada’s Best Managed Brands Survey 2006

Canada’s Best Managed Brands Survey 2006

November 08, 2006 11:30 ET

Results of Canada's Best Managed Brands Survey 2006

Tim Hortons still best managed while Canadian Tire and WestJet make strong showing

TORONTO, ONTARIO--(CCNMatthews - Nov. 8, 2006) - For the third consecutive year Tim Hortons is again the best managed brand in Canada according to the results of the 2006 Canada's Best Managed Brands Survey unveiled this morning at the Survey's first Breakfast of Brand Champions event.

"The fact that Tim Hortons tops our best-managed brands lineup for the third year in a row only reinforces what the public already knows-Canada is Tim's Country," said Jeanette Hanna, Vice President Brand Strategy, Cundari SFP. "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 purpose of the Canada's Best Managed Brands survey," said Tim Woolstencroft, Managing Partner, The Strategic Counsel, "is to provide a peer review of the best and worst managed brands. Our survey is unique because it specifically focuses on brands that originated and developed in Canada. This is not meant to be a study of the most popular or recognized brands. Rather, the goal is to look deeper into the issues to see who is doing the best job at managing their brand based on their ability to 'connect the dots" between their promise and their delivery."

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 survey asked a total of 1,000 business executives, senior managers, and professionals to rate brands that are either Canadian-owned, or created in Canada. Conducted online, the survey was performed by The Strategic Counsel, in partnership with Cundari SFP, one of North America's leading design and branding agencies and Canadian Business magazine. The margin of error is +/-3.1, 19 times out of 20.

For complete results of the 2006 survey, read the November 6-19, 2006 issue of Canadian Business or visit


Cundari is one of Canada's largest independently owned and operated communications agencies. Cundari owns divisions including Cundari Health and internationally recognized design and branding firm, Cundari SFP. Established in 1980, Cundari is proud to have been entrusted with such brands as BMW, Scotiabank, Four Seasons Hotels & Resorts and Siemens, to name a few. For more information, visit


Established in 1995, The Strategic Counsel is one of the fastest-growing research firms in North America. The Strategic Counsel provides a full range of research and strategic communications and analysis services to clients in a broad range of sectors, from Internet start-ups to broad-based multinationals and well-known polling firms. For more information, visit

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