Applying the brand in select markets

Research in each of our priority markets - Germany, Japan, Mexico, United Kingdom and United States, as well as others - was used to identify different consumer and buyer segments by market.

Germany Japan South Korea Mexico Singapore United Kingdom United States

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It was found that different target market segments:

• desire different benefits;
• have different purchasing motives; and
• react differently to the Canada brand.

The research contains competitive information on how Canadian products and suppliers are perceived by consumers and buyers in our priority markets, which you could use to enhance your own strategic approach.

It doesn't mean changing the core of your brand and who you are for each market. It just means that you emphasize different aspects of the Canada brand and showcase different advantages of it, depending on the customer.

Research and analysis is on-going and will continue to be added to this section as it becomes available.

About the research

Dr. Louise Heslop analyzed much of the consumer data. She is an internationally recognized country branding expert from the Eric Sprott School of Business at Carleton University in Ottawa. The consumer research presentations posted on this website are based on her findings.

Lloyd Hetherington, Executive Vice President of Globescan Inc. oversaw all analysis of the buyer data. He has worked in the food and beverage industry – in retailing, manufacturing, and now as a research supplier – for most of his career.

All of the studies are statistically significant at a 95 per cent level of confidence with a small margin of error. But it's important to note that results are based on buyer and consumer perceptions and not necessarily actual experience.