Great Canadian Brand Index

2026
2025
Access the Full 2026 GCBI

An Index of Our Own
An Index of Our Values

The Great Canadian Brand Index (GCBI) is an academically grounded measure of Canada’s most admired brands. Instead of ranking companies by revenue or visibility, it focuses on how Canadians actually perceive the brands they encounter — a far stronger predictor of long‑term customer and brand loyalty.

The index evaluates brands across seven core values: friendliness, nice, respectful, honesty, tolerance, adventurous, and sustainability. These values reflect the emotional and moral dimensions that shape how Canadians decide which brands they trust, support, and recommend.

Built on established social‑science research, the GCBI captures the deeper psychological forces that drive market share, profitability, and cultural relevance. It reveals not just which brands are popular, but which ones genuinely embody the values Canadians care about.

By highlighting the brands that earn true admiration across the country, the GCBI offers leaders, marketers, and strategists a clearer understanding of what resonates in Canadian culture — and why those perceptions matter for long‑term success.

Why a Canadian Brand Index?

  • Only Canadian Brands

    Only brands that are Canadian are reflected, truly presenting a brand index that is Canadian.

  • Consumer Perceptions

    The GCBI measures how Canadians from coast-to-coast perceive their own brands, and does not rank brands based on marketshare or revenue, for instance.

  • Truly Representative

    Respondents come from across the country, from British Columbia in the west to the Atlantic Provinces in the east. Data for some respondents in certain groups may not be available due to insufficient sample size.

  • Academically-Developed

    The GCBI was developed by academics in discussion with brand scholars and practitioners.

  • Statistically-Rigorous

    Data are weighted based on the 2021 nationally-representative Canadian census by Statistics Canada and use advanced statistical methods such as Bayesian modelling to present a robust index formula.

Looking for More Data?

Want to compare friendliness, nice, respectful, honesty, tolerance, adventurous, and sustainability — not just overall GCBI results — by group? Maybe you want to see how brands are perceived along adventurous by generational cohort, for instance?

Want customized reports for an industry or for particular brands? Want access to the raw data for your own decision-making needs?

Reach out to us for queries regarding customized data access!

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