Brand Finance has named TD Bank the most valuable Canadian brand in this for the third year in a row.

According to the 2025 Canada 100 report by the valuation consultancy, TD Bank continues to demonstrate resilience despite its brand value declining 10% to $23.4 billion in the wake of lower long-term revenue forecasts.

TD achieved best-in-class scores for variables such as familiarity, consideration and preference, outperforming all Canadian competitors across key brand funnel metrics.

Banking continues to dominate as Canada’s most valuable sector, contributing one-third of the total brand value in the ranking. RBC, which recently bolstered its Avion points program with a Canadian Tire Triangle Rewards teamup, ranked second overall with a stable brand value of $22.4 billion.

Four additional banking brands feature in the top 10: Brookfield (up 9% to $17.2 billion) ranks fourth, Scotiabank (down 1% to $14.3 billion) ranks sixth, BMO (down 4% to $14.1 billion) ranks seventh and CIBC (up 12% to $11.9 billion) ranks ninth.

Couche-Tard retail brand Circle K moved up to third overall with a brand value increase of 11% giving it a $17.2 billion valuation. Telus remains the country’ most valuable telecommunications company at eighth overall after the global rebrand of its international division.

Crown Royal’s brand value was up 78% to $3.2 billion, making it the fastest-growing brand in Canada. The Diageo-owned blended whiskey topped the list of “Strongest Canadian Brands” ahead of Dollarama and A&W.

Crown Royal received a Brand Strength Index (BSI) score of 90.7 out of 100. Brand Finance research gave the company perfect 10 scores across key perception metrics, including price acceptance, preference and reputation, driven by the brand’s focus on premiumization, innovation and expanding consumer appeal.

The total brand value of the top 100 Canadian brands stands at $342.1 billion, representing a 3.7% decline from last year with the threat of U.S. tariffs and the federal election posing a risk to future brand performance.

“This year’s results reflect a more cautious outlook for Canadian brands with total brand value down amid rising political and economic uncertainty,” said Laurence Newell, managing director of Brand Finance Americas. “However, even in a challenging environment, many brands are distinguishing themselves through stronger perceptions and strategic positioning.”