For the sixth year in a row, RBC has maintained its #1 position in the Kantar BrandZ Most Valuable Canadian Brands 2024 ranking, an industry-leading valuation that utilizes research from the world’s most extensive brand equity study.

Scott Megginson, President of Kantar Canada, Dave McKay, President & Chief Executive Officer, RBC, and Mary DePaoli, Chief Marketing Officer, RBC, share their perspectives on the importance of a strong brand, and what it takes to build one.

“In a rapidly changing world, being recognized as the #1 most valuable brand in Canada for the sixth consecutive year is very special,” says Mary DePaoli, EVP and Chief Marketing Officer, RBC. “It’s a testament to our employees and their commitment to RBC’s Purpose of helping clients thrive and communities prosper. Importantly, it is also evidence of the trust our clients and communities place in us, to help them bring their ideas to life.”

Consistent outperformance

A strong brand is a growth engine for any organization and a key mechanism to protect and defend its reputation, particularly during times of great change and disruption.

Since the initial Kantar BrandZ Most Valuable Canadian Brands ranking, RBC has consistently outperformed the Financial Services sector average on key brand equity areas including consumer trust, brand purpose, sustainability, corporate reputation, and being salient and meaningful.

“This consistent outperformance is a remarkable accomplishment, particularly in the context of a challenging macro-environment,” says Scott Megginson, President Kantar Canada.

Embodying the brand at every touchpoint

Two women jump for a photo in front of a large RBC Race for the Kids sign. RBC’s Race for the Kids is a global initiative that brings communities together in support of youth charities.

While brand and marketing fundamentals play a role in building and maintaining an esteemed brand, so do factors like consumer trust, brand purpose and corporate reputation.

Dave McKay, RBC’s President and Chief Executive Officer, agrees that creating a trusted brand is a collective effort critical to supporting business performance: “We’re in a position of incredible strength, and our strong brand continues to be an important pillar in the overall success of our business. More than anything, this accomplishment is a reflection of the dedication of our employees, who go above-and-beyond to support our clients and communities, and protect and grow our brand every day. Their commitment to excellence is what sets RBC apart, and makes us one of the world’s most trusted and successful organizations.”

An ever-evolving brand

RBC’s Training Ground is a talent identification and athlete funding program designed to find young athletes with Olympic potential. RBC’s Training Ground is a talent identification and athlete funding program designed to find young athletes with Olympic potential.

Brands must be dynamic and continuously stay ahead of shifting consumer preferences and respond to changing forces in the macro-environment. While the last six years have been anything but average, with every challenge comes an opportunity to deepen the brand experience and deliver increasing value to clients and communities.

Here are some of the initiatives, projects and partnerships that are core to RBC’s valued brand:

A deep commitment to excellence providing a consistent, award-winning client experience.

Along with a strong values-driven culture, RBC’s Purpose to help clients thrive and communities prosper is at the core of everything we do.

Creativity and distinction through purpose-driven and memorable partnerships in sports, arts and culture.

This article offers general information only and is not intended as legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. While information presented is believed to be factual and current, its accuracy is not guaranteed and it should not be regarded as a complete analysis of the subject matter discussed. All expressions of opinion reflect the judgment of the author(s) as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by Royal Bank of Canada or its affiliates.