Royal Bank of Canada (RBC) lead the pack but amongst banks, TD & BMO are catching up. This from Interbrand’s list of Canada’s top 25 brands.

RBC is at an advantage, Mr. Torrance said, because the bank has been using the same brand positioning for decades. Its position as the most blue-suited of the banks also helps because it can be applied to both retail and corporate banking, he said.

Jeff Swystun, global director for Interbrand, says Canada’s top three banking brands — RBC, TD (No. 2 on the list of Canada’s top brands) and Bank of Montreal (No. 7) — have become much more sophisticated in their branding over the last five years.

Source: Canadian Banks & Insurance

Other Canadians banks are mentioned on the opposite end of the scale.

Bank of Nova Scotia and Canadian Imperial Bank of Commerce, on the other hand, are singled out for doing a poor job of defining their brands.

And here is the complete scorecard:

Rank	Brand	Value C$ (millions)
1	RBC	3,989.6
2	Toronto-Dominion Bank	3,167.9
3	Petro-Canada	3,064.0
4	Bell Canada	2,914.9
5	Shoppers Drug Mart	2,830.6
6	Tim Hortons	1,878.2
7	Bank of Montreal	1,854.6
8	Canadian Tire	1,634.2
9	Scotiabank	1,378.7
10	Telus	1,079.3
11	Molson	860.9
12	Husky	831.0
13	CIBC	727.8
14	Rona	668.9
15	Investors Group	313.2
16	National Bank of Canada	298.5
17	CI Investments	289.0
18	Rogers	288.4
19	Mackenzie	199.7
20	Jean Coutu	131.6
21	Macs/ Couche-Tard	128.4
22	Labatt	107.4
23	Loblaw	107.0
24	Sobeys	79.6
25	Suncor	51.3

Source: Interbrand

tags: branding, canadian+banks