Superbrands Canada provides readers with a benchmark of some of the truly great brands that have flourished in this country. Some are home grown; some have come from other countries and established themselves here, evolving into household names.

What makes a Superbrand and how does one make the cut? The Superbrands Council of Canada creates the list of Canadian Superbrands. The Council Members, who are some of the most distinguished figures in branding, marketing, advertising and public relations in this country, have used their expertise, gained through years of branding experience with many different products and services, to choose which Canadian companies qualify as Superbrands. Most of these companies and organizations are instantly recognizable to the general public because they have built their identity on high-quality products and excellent service. These companies compete in markets driven by price, quality, service and reputation. To be declared a Superbrand demands that a company withstand the pressures from the market and continually deliver on all their promises.

The profiles on the pages that follow illustrate how these brands have evolved and continually adapt to meet new challenges from the marketplace. Whether the market demands better fuel efficiency, lower trans fats, increased ergonomics or a cool factor that makes consumers want to own it, the companies featured here have met and exceeded those demands year after year.

We also asked the Brand Council and the featured brands in this volume to select two charitable organizations which they feel qualify as Canadian Superbrands. We are proud to feature The United Way of Canada and the Heart & Stroke Foundation in this first edition of Superbrands Canada. These nonprofit institutions raise money and awareness in the pursuit of the betterment of the health and welfare of humanity and are thus truly deserving of Superbrand status.

Richard E. Brown
Superbrands Canada