Brand Mojo Unveils Canada's Most Loved and Hated Brands of 2013

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BrandMojo, the not-for-profit, real-time tracker of brand love and hate announces Canada's most loved brands for 2013. YouTube is Canada's most loved brand of 2013. For the first time since 2009, Google has slipped from the top spot.

Tim Hortons is Canada's most loved made in Canada brand.

BrandMojo, the not-for-profit, real-time brand rating site that tracks the most loved and hated brands, today announced Canada's most loved and hated brands for 2013.

Canada’s most loved brand of 2013 is YouTube. YouTube replaces Google, which had been Canada’s most loved brand ever since BrandMojo started tracking brands back in 2009.

The top 10 rankings of the most loved corporate brands in Canada by ratio of “lovers” to “haters” are:

1.    YouTube
2.    Lego
3.    Google
4.    Wikipedia
5.    Pixar
6.    National Geographic
7.    Disney
8.    Mercedes
9.    Lindt
10.    Haagen Dazs

The most loved brands tend to belong to one of three categories: (i) No-charge Internet services (YouTube, Google, Wikipedia); (ii) Kid-related brands (Lego, Pixar, Disney); and luxury brands (Mercedes, Lindt, Haagen Dazs). For the first time since BrandMojo started tracking brands, Apple slipped out of the top 10 most loved brands.

The top 3 most loved corporate Canadian brands in Canada by ratio of “lovers” to “haters” are:

1.    Tim Hortons
2.    Hockey Canada
3.    Canadian Tire

Below are some additional results, by industry, from the study:

Most Loved 2013

Automobile: Mercedes
Hotel: Fairmont
Retailer: Canadian Tire
Social Networking Site: LinkedIn
Bank: TD
Fastest Rising Brand: Tesla

Most Loved 2012

Automobile: BMW
Hotel: Ritz Carlton
Retailer: Canadian Tire
Social Networking Site: Facebook
Bank: TD

The most hated brands continue to cluster around political party brands, tobacco brands, energy brands, and dating sites.

The Brand Mojo lovers versus haters metric gives a real time reality check on the brand’s health. It enables all brands (corporate brands, non-profit brands, political brands, and celebrity brands) to be measured and ranked against each other. In this way BrandMojo has a unique capability to rank brands using a standardized measure so that comparisons among all brands are possible. In Canada, more than 700 brands are measured and ranked. The 2013 results are based on over 120,000 ratings by more than 2,400 Canadian respondents over a 12 month period.

Brands are rated at directly on the site and real-time rankings of all brands can be seen on the BrandMojo leaderboard. A video description of Canada’s most loved brands is available at on the BrandMojo Channel .

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Robert MacKalski

Robert MacKalski
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