Rotman School of Management and Canadian National Chair

Strategic Marketing: David Soberman is Canadian National Chair of Strategic Marketing, Rotman School of Management, University of Toronto This is a catch-all ASF view; only displays when an unsupported article type is put in an ASF drop zone Canadians are increasingly doing business in a global marketplace, where firms from anywhere now compete everywhere, according to Globe and Mail. In these crowded global markets, with a multitude of choices, why does a Brazilian tourist choose a Canadian destination A Beijing restaurant buy fresh Canadian seafood An Indian student study at a Canadian business school A Hong Kong couple purchase wealth-management services from a Canadian bank Or a UAE investor buy Canadian real estate Beyond the value proposition of the product offering itself, part of the answer is the country brand – Brand Canada. Tiff Macklem is Dean of the Rotman School of Management, University of Toronto, and former senior deputy governor of the Bank of Canada. But why do business people tend to shrink from the concept of country as a brand, and yet embrace it wholeheartedly in the corporate world According to Forbes, the brand value of Apple is tops at about $150-billion U.S. or roughly 20 per cent of Apple market value. While less easy to quantify, does anyone doubt that the intangible brand value of Harvard, Oxford or MIT is a significant element of their global appeal to prospective students, faculty and donors, as well as their ability to charge premium tuition fees The value of a country brand is even harder to measure, but no less real. For other top global brands such as Google, Microsoft, and Coca-Cola, the value of the brand is in a range of 18 per cent to 30 per cent of their market value. (www.immigrantscanada.com). As reported in the news.