03
New
$1,814 $m
Canadian Tire
As an integral part of Canadian culture, it’s no surprise that Canadian Tire remains one of Canada’s top retail brands. But with increasing competition from other Canadian brands and the looming arrival of American entrant, Target, will this Canadian institution be able to maintain the strength of its following? The company has made significant operational steps in anticipation of Target’s arrival. It has restructured internally to emphasize its retail operation and focus on core, growing categories, such as sporting goods and kitchen products. From a branding perspective, progress is slow, but showing signs of promise: a new customer loyalty program is being tested, and the in–store experience and product assortment are being increasingly tailored at the local level in an attempt to enhance relevance. 2013 will be a telling year for one of Canada’s most venerable brands.