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Why are there no Canadian brands in the top 100? - MasterMaq.ca Blog
BusinessWeek recently released the 100 Top Brands for 2006, using data provided by Interbrand. Of the 100 brands on the list, not a single one is Canadian and I found myself wondering, why not? First, let's look at how the list is built: To even qualify for the list, each brand must derive about a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data. Interbrand doesn't rank parent companies, which explains why Procter & Gamble doesn't show up. And airlines are not ranked because it's too hard to separate their brands' impact on sales from factors such as routes and schedules. Considerations include market leadership, stability, and global reach—or the ability to cross both geographic and cultural borders. That generates a discount rate, which is applied to brand earnings to get a net present value. BusinessWeek and Interbrand believe this figure comes closest to representing a