TD Bank Group: Building the Most Valuable Brand in Canada - Comfortably


Section I — Basic information

Business Results Period (Consecutive Months): 2007 - 2012

Start of Advertising/Communication Effort: November 2007

Base Period as a Benchmark: 2004 - 2006

Section II — Situation analysis

a) Overall Assessment

The TD Canada Trust story shows how, when consistency is combined with insight, creativity and innovation, it can be incredibly powerful. And it's that combination that helped to create one of the more remarkable stories in Canadian marketing: how a number two bank, operating in a category of overwhelmingly parity offerings, became not only the number one FI brand, but the most valuable brand in Canada. [Footnote 1]


TD Canada Trust was built on the vision of "Making banking comfortable" by putting customers first.