How Canadian is Your Brand?
A brand index of our own.
A brand index of our values.
Canadians are nice, honest, respectful, and adventurous. We value sustainability for our planet and tolerance in our communities. Do Canadian brands reflect these same values? To find out, we created the Great Canadian Brand Index (GCBI) to see if Canadians’ loved brands truly embody the values that define our national identity.
What makes the GCBI stand out?
The GCBI is an rigorous index of Canadian brands developed by Canadian academics. We focus on how Canadians see their own brands, which has been shown in the social sciences to be a better driver of where Canadians shop. The GCBI is an index of brand perceptions that ultimately determine marketshare, profitability, and value for those the brands serve. Unlike rankings based on revenue or visibility, it captures the emotional and moral dimensions that shape lasting brand loyalty.
Which values make up the GCBI?
Friendly. Canadians value warmth and approachability. Friendliness creates a sense of welcome and community.
Nice. Being nice means showing kindness and empathy. It reflects the politeness Canadians are known for.
Respectful. Respect means treating others fairly and recognizing differences. It’s key to harmony in Canada’s diverse society.
Honest. Canadians expect truth and transparency. Honesty builds trust in people and in brands.
Tolerant. Tolerance is about accepting different identities, cultures, and beliefs. It’s essential in a multicultural country like Canada.
Adventurous. Canadians embrace boldness and exploration. Adventure reflects curiosity and a love of new experiences.
Sustainable. Sustainability means protecting the environment for future generations. It reflects Canada’s deep connection to nature.
How is the GCBI calculated?
Over 2,000 Canadians participated in our survey, rating over 100+ brands on the seven values described above. The mean scores were weighted using Bayesian statistics and averaged to produce overall ratings and ranks on the GCBI. Learn more about the index’s methodology.
The 2025 “Eh” List (aka A-List)
#1 Chapman’s Ice Cream
”Canada’s favourite ice cream” leads in friendliness, niceness, and respect. It is also honest and grounded, making it a comforting, trustworthy brand despite being less adventurous and sustainable.
#3 Mountain Equipment Company
MEC combines ethical values with an adventurous spirit. High scores in respect, honesty, and sustainability make it feel bold yet principled — appealing to Canadians who value purpose and the outdoors.
#5 Indigo Books & Music
Our truly national bookstore stands out for its inclusivity and emotional appeal, with strong scores in respect, tolerance, and niceness. While not bold, its steady moral presence earns broad admiration.
#7 DavidsTea
DavidsTea ranks well for friendliness and niceness. Its calm, inviting tone and inclusive image make it likable, even if it’s not especially bold or principled.
#8 Purdy’s Chocolates
One of the few national chocolate chains in the country, Purdy’s Chocolates score high in niceness and respect. Canadians see it as a kind, classic brand — more comforting than exciting, but reliably rewarding.
#2 Cirque du Soleil
The renowned circus earned its second-place rank through standout adventurousness and strong respect and tolerance scores. It’s admired for creativity and integrity, though less sustainable than other top brands.
#4 BeaverTails
The sweet Canadian treat is seen as cheerful and nostalgic, with high scores in friendliness and niceness. It’s emotionally warm and culturally familiar, even if less daring or sustainability-driven.
#6 Roots
The classic fashion retailer is trusted for its honesty and respectful tone. Though not especially adventurous, its grounded identity and Canadian heritage give it lasting emotional appeal.
#8 Canadian Tire
The country’s national hardware chain is valued for honesty, friendliness, and reliability. It’s not flashy, but its familiarity and moral steadiness make it a dependable Canadian favourite.
#10 Booster Juice
The popular juice company is upbeat and friendly, with strong honesty scores. While not especially bold, its health-focused, cheerful vibe resonates with Canadians.
Canadians! This is your chance to provide your voice! Provide your perceptions about Canadian brands. Contribute to the GCBI by assessing the values of brands you love.
Look closer at the GCBI. Compare brands on how friendly, nice, respectful, honest, adventurous, tolerant, and sustainable they are by industries and demographic groups.
For brands who wish to learn more about where they rank, purchase the full GCBI with online and PDF versions. Ensure your brand stays relevant to Canadian values.
About the Index Authors
Eugene Y. Chan, Ph.D.
Eugene is Associate Professor of Marketing and Founding Director & Co-Director of the Institute for Sustainable Practices in Research and Enterprise (INSPIRE) at Toronto Metropolitan University, and has been on the faculties of the University of Technology Sydney, Monash, and Purdue. He is recognized for his research on branding and sustainability and holds a Ph.D. from the University of Toronto. He has consulted for both for-profit and non-profit organizations in Australia, United States, and Canada including the U.S. Department of State, SumoSalad, Gates Millennium Foundation, and Heritage Bank. He also has an ARCT in Piano Performance from Canada’s Royal Conservatory of Music.
Website: consumologist.com
E-mail: e34chan@torontomu.ca
X: @consumologist
LinkedIn: ehchanmkt
Rishad Habib, Ph.D.
Holding a Ph.D. from the University of British Columbia, Rishad is Assistant Professor of Marketing at Toronto Metropolitan University. She is an expert on consumer well-being and sustainability. She investigates how consumers make decisions when they encounter novel marketing practices such as crowdfunding, prosocial gift-giving, and the sharing economy. In particular, she explores strategies to encourage positive behaviours such as charitable giving, organ donation, and sustainability. Rishad has published in top peer-reviewed journals in marketing and consumer behaviour disciplines. She teaches Strategic Brand Management at the Ted Rogers School.
Website: rishadhabib.com
E-mail: rishad.habib@torontomu.ca
X: @rishadhabib
LinkedIn: rishadhabib