The Index of Canadian Brands
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A BRAND INDEX OF OUR OWN
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.
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A BRAND INDEX OF OUR VALUES
The GCBI is a rigourous 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 market share, 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.
The 2025 “Eh” List (aka A List)
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![Chapman's Ice Cream]()
#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.
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![Cirque du Soleil]()
#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.
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![Mountain Equipment Company]()
#3
MEC
Canada’s outdoor company 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.
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![BeaverTails]()
#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.
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![Indigo Books & Music]()
#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.
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![Roots]()
#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.
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![DavidsTea]()
#7
DAVIDSTEA
The national tea brand 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.
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![Canadian Tire]()
#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.
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![Purdy's Chocolates]()
#9
PURDY’S CHOCOLATES
One of the few national chocolate chains in the country, the chocolatier scores high in niceness and respect. Canadians see it as a kind, classic brand—more comforting than exciting, but reliably rewarding.
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![Booster Juice]()
#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.
Latest Research Insights
Which Values Make Up the GCBI?
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Friendliness
Canadians value warmth and approachability. Friendliness creates a sense of welcome and community.
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Nice
Being nice means showing kindness and empathy. It reflects the politeness Canadians are known for.
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Respectful
Respect means treating others fairly and recognizing differences. It’s key to harmony in Canada’s diverse society.
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Honest
Canadians expect truth and transparency. Honesty builds trust in people and in brands.
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Tolerant
Tolerance is about accepting different identities, cultures, and beliefs. It’s essential in a multicultural country like Canada.
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Adventurous
Canadians embrace boldness and exploration. Adventure reflects curiosity and a love of new experiences.
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Sustainable
Sustainability means protecting the environment for future generations. It reflects Canada’s deep connection to nature.
Crossing the 49th parallel doesn’t just mean entering a new market—it means entering a new culture. As American brands continue operating and expanding in Canada, success hinges not only on their products or services but on their ability to reflect Canadian values. The Great Canadian Brand Index (GCBI) offers a clear message: Canadian consumers reward brands that align with values like friendliness, honesty, respect, and sustainability. For American brands like Starbucks, Walmart, Costco, and Sephora already in the Canadian market, competing with homegrown favourites means doing more than exporting a business model—it requires embedding themselves in the Canadian identity.