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The article presents the findings of an annual survey of the world's most trusted brands and companies, with a focus on Canadian consumers' preferences and the performance of Canadian brands. Topics include Canadians' preference for multinational brands; the highest-ranked companies according to a global survey; and a list of the world's 60 most reputable companies including electronics company Sony, cereal company Kellogg, and automobile company Daimler (Mercedes-Benz).

Focuses on strategies in online advertising of big product brands in Toronto, Ontario. Interviews with several brand marketing experts; Views on brand positioning; Trend in online marketing.

The article reports on a survey of brand name products. Although it may seem like sacrilege, when it comes to the brands we think are managed best, java and doughnuts wins by a mile. According to a survey of Canadian Business and Marketing magazine readers, consumers think Tim Hortons is the best-managed brand in the country. Forty-two percent of readers placed the chain--which was founded by Toronto Maple Leafs hockey legend Tim Horton and cop-turned-entrepreneur Ron Joyce--at the top of their list of Canada's best-managed brands, well above the next best, President's Choice, which was favoured by 20%. Readers put Air Canada at the bottom by an even wider margin: 46% named the struggling airline the worst-managed brand, out of 157 choices. Others that placed near the bottom include a number of telecom companies, such as Telus, which tied at 16% with Rogers AT&T, the former brand name of the cellphone division of Rogers Communications Inc., and Bell. The worst-managed list was rounded out by the Canadian Broadcasting Corp., RBC Financial Group and Zellers. Companies with good brand management all have strong, instantly recognizable identities--they don't rely on advertising to communicate their messages. "Branding is the sum total of everything a company does, from its products and advertising to its customer service," says Philippe Garneau, a partner at GWP Brand Engineering, a branding and advertising agency in Toronto. And consumers will reward companies that manage their brands well: 81% of those surveyed said that a good brand enhances customer loyalty, 56% said it helps to differentiate it from competitors, and 19% felt it allows companies to charge a premium for their products.

The article presents the result of the survey on the consumer motivations and attitudes towards eating at restaurants in Canada released by NPD Group. It states that the survey found out that brand loyalty of consumers depends on the brand engagement. It is also discovered that strategic marketing is driven through understanding and making comparisons of the consumers' motivations.

Profiles John Bitove Jr., who controls the largest collection of franchise restaurants in Canada. Importance of brand names such as Kentucky Fried Chicken, Pizza Hut and Taco Bell in marketing fast food; Bitove's career highlights; Volume of customers annually served by the restaurants.

The article analyses the finding of two surveys by Ipsos Marketing and Nielsen Marketing Research, which states that private brands are starting to lose their momentum to national brands in Canada. However, the author cautions that these surveys were completed when the economy was improving, and consumers were feeling relatively confident. If the economy worsens, consumers will opt to save pennies at the expense of niceties such as innovative and environmentally friendly items and even taste.

Focuses on the marketing of the tobacco industry in Canada. Decline of tobacco volume; Maintenance of share in the marketing area; Efforts of tobacco companies to encourage consumers on brand loyalty; Campaign of the government against smoking.

Comments on the findings of BBDO Toronto's Brand Camp, a group working to understand how urban people in their twenties think and feel about snack food. New product ideas developed; Profile of the age group and their role in the success of snack food brands; Background on the Band Camp system; Recruitment of participants; Results of the activity.

The article discusses the results of a Canadian consumers' survey commissioned by Sobeys Inc. which found that these consumers select store brands for more than just value pricing. Fifty percent of respondents believe private label products are less expensive and provide better value than national brands. In terms of shopping for premium products, 68% of respondents consider store brands while 61% consider private label items when buying healthy options. Among the most popular label categories are canned goods, household products and frozen foods.

The article reports that a recent study by Ryerson Co. found that more than half of Canadians consumers participate in at least three loyalty programs. More than half of Marriott Rewards program members are based in the U.S. despite the presence of the hotel chain in 65 countries. At aeroplan, 90% of the five million members are based in Canada. Most loyalty programs related to the travel industry purport to have a worldwide reach. This apply not only to the airlines but also to most car rental companies, hotels and other loyalty programs with a broad reach.

The article reports that the journal "Canadian Business" has published the 2005 results of a Brand Finance evaluation of Canadian brands. With estimated brand values ranging from $700 million to $4.5 billion, the list was headed by the Royal Bank, Loblaws, Bell Canada, CIBC and TD Bank. Major growth was observed versus 2004 by Canadian Tire, Esso, Petro-Canada, Manulife Financial, Great-West Life and Shell. This financial measurement of brand equity is one of the few available in Canada. It is argued that if a brand has value to a customer because it delivers superior satisfaction/value versus competition, then this will translate into more regular purchase and/or lowered price sensitivity.

The article focuses on Canadians' inclination toward cars. When it comes time to go car shopping, Canadians steer clear of used cars, are impressed Capgemini and research firm Smart Revenue surveyed more than 4,500 consumers--both those in the market for a vehicle and those who were not--by telephone. Cino Caletti, president of the Ontario Toyota Dealers in Toronto, says dealers are increasing their use of direct mail to draw back former customers and exist ones. After word of month and direct mail comes the Internet, with potential buyers relying on both manufacturer and third-party web sites such as Edmunds.com.

The article focuses on sales promotion programs in Canada. The "Consumer Track" study, released in September, cautions that promotions still won't overcome a brand's competitive deficiencies. 59 percent of consumers agree they purchase products that offer promotions with prizing they want to win, states the study. Increasing consumer willingness to take part in sales promotions is fairly evenly spread. Eighty-one per cent of households with incomes of less than $30,000 a year take part in sales promotions, says the study, with that figure bumped up just two points to 83 percent in households with incomes in the $30,000 to $50,000 range.

Cult brands were the biggest winners on this year's ranking of the 100 Best Global Brands. BusinessWeek published a special report on the top brands in its Aug. 2 issue. This year's ranking rewarded" cult brands" that enable customers to feel as if they own the brand. Younger technology companies made big gains this year, while long-established brands such as Coca-Cola Co. and Microsoft Corp. actually lost brand value. Apple's high brand loyalty and strong sales of the iPod helped the dollar value of the brand (at No. 43) jump 23.7% to U.S. $6.9 billion (C $9.2 billion), the biggest increase on this year's list. Coca-Cola and Microsoft are the top two brands, with brand values of US $67.4 billion (C $89 billion) and US $61.4 billion (C $81.1 billion) respectively.

In this article, TBWA\Toronto's creative director Simon Duffy take on recent Canadian advertising efforts. For decades, the banks have talked about brand integration and customer service. After all, the banks believe they're the safest place for your money, so it shouldn't come as a real surprise that their work is too. Anyone who's looking to find a new job or change career will fully appreciate this campaign. With its amusing use of all the usual clichés associated with employment, combined with some graphically arresting art direction in the print and out-of-home executions. These days, your best chance of finding a great job is workopolis.com. Forty-six of the 50 test employers in Canada have posted jobs there. It's Canada's biggest job site.

Bad news for McDonald's and Microsoft: these two are the most hated brands by Canadian youth. In fact, they have received absolutely no votes of support in Youthography's quarterly report on key youth trends. Of course these larger brands enjoy success. Indeed, it's the ubiquity and perceived corporate hegemony that turns off young people. Added to the most-reviled list is urban street-wear fashion lines Fubu and Exco as well as Wal-Mart. Among the most vulnerable brands out there, with few true loyalists, they are being used for reasons of cost, convenience or both. Those brands that are most loved-Apple, Mountain Equipment Co-op and the Body Shop-are ripe for smart expansions, but must be careful not to grow too big, according to the report. Quite simply, as young Canadians become smarter about branding and marketing, the number of brands that have no detractors continues to shrink, along with the number of brands that can truly dominate any one part of the market. A fine balance for all marketers to consider. The report contains numerous specific insights, and identifies a few trends along the way, in popular areas such as movies, fashion, health and beauty, and video games.

Canadian Blood Services (CBS) has begun the agency search it announced in November 2003. CBS is focused on an increasing brand awareness as well as building deeper relationships with donors, says Steve Harding, executive director, marketing and donor recruitment at CBS in Ottawa, Ontario. Harding is hoping to whittle down to a short list of three or four agencies by February 15, 2004 and make a decision by April 1, 2004. The incumbent agency, Kelley Marketing in Burlington, Ontario, has worked with CBS since its inauguration in 1998.

Discusses the results of the poll conducted by Leger Marketing in Canada from April 2-7, 2002 comparing the awareness of brands and cars to the awareness of their commercials. Awareness of Canadians to the advertising campaigns of Mazda Protege and the Honda Civic; Recognition of Ford as the unrivalled leader in car awareness; Effectiveness of television advertising in brand awareness.

Comments on the concept of the television advertising campaign of Campbell Soup Co. for the Red & White soup line in Toronto, Ontario. Inappropriateness of the slogan; Relevance of brand-icon refurbishments; Impact of the ad on the children.

Focuses on Shoppers Drug Mart's creation of a sub-brand called Healthwatch in order to maintain customer trust and loyalty. Brand's consolidation of all aspects of the pharmacy business; Development of disease-specific initiatives to help patients effectively manage their health conditions; Research showing consumers' lack of understanding of the pharmacist's functions.

Asserts that image and personality are the cutting edge of brand differentiation. Focus of market research on the identification of brand traits that can gain the best positioning for a product; Interpretation of a brand's intention; Idea of personification relevant to consumers.