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.

Measured Canadian Values

  • Friendliness

    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.

  • Honesty

    Canadians expect truth and transparency. Honesty builds trust in people and in brands.

  • Tolerance

    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.

  • Sustainability

    Sustainability means protecting the environment for future generations. It reflects Canada’s deep connection to nature.

Looking for More Data?

Want to compare friendliness, nice, respectful, honesty, tolerance, adventurous, and sustainable — 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!