Chapman’s has topped the charts as Canada’s Most Valued Brand in the Great Canadian Brand Index (GCBI) from Toronto Metropolitan University.
What is the GCBI?
Developed by staff and students at The Ted Rogers School of Management, the GCBI looks outside of the typical criteria for brand ranking. As opposed to an exclusively revenue-based approach, the GCBI instead reflects how brands measure up to the qualities that Canadians cherish most. The brands are evaluated on these seven core values: friendly, nice, respectful, honest, tolerant, adventurous, and sustainable.
After surveying 2,135 Canadians on their perspectives of 131 well-known Canadian businesses, such as Roots, Beaver Tails, Canadian Tire and Cavendish Farms, Canadians once again showed their love for ice cream by placing Chapman’s at the top of the rankings.
“This study shines a light on many great Canadian companies. We are honoured to be in the company of these iconic Canadian brands”, said Ashley Chapman, COO of Chapman’s.
“In a market saturated with “brand noise”, where success is often measured by clicks, likes, or viral reach – Chapman’s demonstrates a different kind of currency: quiet reliability and moral alignment” said Eugene Y. Chan, Associate Professor of Marketing Management at Toronto Metropolitan University, “The data suggests a shift in what Canadians deeply value in their brands. It’s not just about novelty or convenience anymore – it’s about trust culitvated through ethical behaviour and humility.”
What does this mean?
It is a privilege to have received this title of Canada’s Most Valued Brand from Toronto Metropolitan University, greatly due to the criteria of the GCBI. The emphasis placed on morality and ethical practices over financial characteristics truly makes this achievement even more rewarding.
“It is an honour to be recognized in this way,” said Penny Chapman, President of Chapman’s. “The most valuable recognition of all comes from consumers. We are deeply grateful to all Canadians for supporting us for over 50 years.”
In a market where people are looking to support Canadian businesses first, this research reflects the views of consumers while shining a light on many brands across the country.
“It’s incredible to see the uplift of the support Canada movement. Many businesses need this support to make it through these turbulent times”, says Ashley Chapman.
Our Commitment
As we always say, Chapman’s is “Made by Canadians, for all of us Canadians!”. For more than five decades we have been dedicated to making innovative products that every Canadian can enjoy. Our product lineup includes more than 200 frozen treats including luxury ice cream, Premium ice cream, Frozen Yogurt, Sorbet, water ice Lolly treats and a range of novelties.
Without the support of our consumers, we wouldn’t be where we are today. This is why we’re proud to give back to communities across Canada whenever we can. Most recently, we supported the build of a new school in our hometown of Markdale, Ontario, and the build of a new community centre in Hampton, New Brunswick. Other contributions include the new Brightshores Markdale Hospital and the Grey Bruce Hospice, also known as Chapman House.
Looking ahead at what’s next, Penny said, “We aspire to innovate with sustainability in mind. As we continue to grow, we will adapt and strive to never let our customers down.”
Chapman’s has topped the charts as Canada’s Most Valued Brand in the Great Canadian Brand Index (GCBI) from Toronto Metropolitan University.
What is the GCBI?
Developed by staff and students at The Ted Rogers School of Management, the GCBI looks outside of the typical criteria for brand ranking. As opposed to an exclusively revenue-based approach, the GCBI instead reflects how brands measure up to the qualities that Canadians cherish most. The brands are evaluated on these seven core values: friendly, nice, respectful, honest, tolerant, adventurous, and sustainable.
After surveying 2,135 Canadians on their perspectives of 131 well-known Canadian businesses, such as Roots, Beaver Tails, Canadian Tire and Cavendish Farms, Canadians once again showed their love for ice cream by placing Chapman’s at the top of the rankings.
“This study shines a light on many great Canadian companies. We are honoured to be in the company of these iconic Canadian brands”, said Ashley Chapman, COO of Chapman’s.
“In a market saturated with “brand noise”, where success is often measured by clicks, likes, or viral reach — Chapman’s demonstrates a different kind of currency: quiet reliability and moral alignment,” said Eugene Y. Chan, Associate Professor of Marketing Management at Toronto Metropolitan University, “The data suggests a shift in what Canadians deeply value in their brands. It’s not just about novelty or convenience anymore — it’s about trust cultivated through ethical behaviour and humility.”
What does this mean?
It is a privilege to have received this title of Canada’s Most Valued Brand from Toronto Metropolitan University, greatly due to the criteria of the GCBI. The emphasis placed on morality and ethical practices over financial characteristics truly makes this achievement even more rewarding.
“It is an honour to be recognized in this way,” said Penny Chapman, President of Chapman’s. “The most valuable recognition of all comes from consumers. We are deeply grateful to all Canadians for supporting us for over 50 years.”
In a market where people are looking to support Canadian businesses first, this research reflects the views of consumers while shining a light on many brands across the country.
“It’s incredible to see the uplift of the support Canada movement. Many businesses need this support to make it through these turbulent times”, says Ashley Chapman.
Our Commitment
As we always say, Chapman’s is “Made by Canadians, for all of us Canadians!”. For more than five decades we have been dedicated to making innovative products that every Canadian can enjoy. Our product lineup includes more than 200 frozen treats including luxury ice cream, Premium ice cream, Frozen Yogurt, Sorbet, water ice Lolly treats and a range of novelties.
Without the support of our consumers, we wouldn’t be where we are today. This is why we’re proud to give back to communities across Canada whenever we can. Most recently, we supported the build of a new school in our hometown of Markdale, Ontario, and the build of a new community centre in Hampton, New Brunswick. Other contributions include the new Brightshores Markdale Hospital and the Grey Bruce Hospice, also known as Chapman House.
Looking ahead at what’s next, Penny said, “We aspire to innovate with sustainability in mind. As we continue to grow, we will adapt and strive to never let our customers down.”
