last
updated 2010 June 07
see also witiger.com/internationalbusiness/globalization-of-markets.htm
see also witiger.com/marketing/branding.htm
see also witiger.com/internationalbusiness/brandinginternational.htm
see also witiger.com/marketing/Canadian-Culture.htm
see
also witiger.com/ecommerce/OnlineBranding.htm
| .. | This Branding
unit is used in
o MGTC44 and may be referenced in o MGTD06 o MRK106 o CCT322 |
Not all of the material in this unit will be used in each of these courses; the amount of material covered will be indicated by the actual lecture given in class by the professor. Some courses cover this topic extensively, some courses deal with it briefly. |
![]() |
Style Magazine www.style.ca
is one of the leading publications of the Canadian fashion industry. Prof.
Richardson has, in the past, been involved in the garment trade as a business
owner and had written various articles on marketing and international business
topics.
In the edition of Style for Jan 2004, Prof. Richardson wrote an article about "Branding" and the influences of the 6 environments. |
![]() |
I
(WTGR) wrote the article on branding for the Canadian clothing industry
in 2004. Six years later one of my students in the int'l business class
(MGTC44) at UTSC emailed to say that my recommendations had come true.
Shawn T. in the first week of June 2010 emailed to say Shawn writes "I was just doing some late night studying for the test on monday and I got around to reading your article about Canadian branding in Style Magazine. I thought it interesting that in the closing arguments you mentioned about how a canadian brand in the garment industry should embrace the geographical environment that we are in and capitalize on it. This immediately brought to mind the brand Canada Goose. These outerwear pieces have become ubiquitous in recent winters. There wasn't a day this past winter in toronto that I did not see someone sporting the trademark Black Parka with the Canada Goose Patch on it's side." |
![]() |
Shawn
adds "What is even more interesting is how this brand
has become internationally known, or at the very least gaining international
acclaim. It has been in many movies such as: The Day After Tomorrow, National
Treasure, and Snow Dogs among others.
It has also graced the pages of numerous magazines, most notable for me GQ, but it has also been in Maxim, Men's Health, and People Magazine." |
| Shawn concludes "I think this is probably exactly the company that you were imagining when you wrote about a Canadian company that produces the best outerwear, as the jackets are undeniably the warmest jackets you can pick up." |
![]() |
1. ski-doo - everybody all around the world calls it a ski-doo (whether it is made by Bombardier or not) after the brand name of Bombardier's snowmobile invention |
![]() |
2. CCM skates - thousands and thousands of American and European hockey players know CCM hockey equipment as being one of the oldest and highest quality brands in sports equipment. |
![]() |
4.
Buffalo Jeans
in Jan 2008 got an email from Tom S., student in MGTC44 at UTSC, Tom says "Hello Professor Richardson, Just a quick potential addition to your list of Canadian brands known outside of Canada: Buffalo: David Bitton (designer jeans) David Bitton began designing and put out his line of jeans in Montreal (one of my sisters went to school with his daughters), and Buffalo - David Bitton now has stores in Canada, the U.S., the U.K., Mexico, Cuba, Panama, El Salvador, the Philippines and Mexico. Personally, I'm not much for designer jeans, but the brand came to mind when reading that section on your website. Regards, Tom S" |
![]() |
5
Lear Jets (by Bombardier since 1990)
in Feb 2010 got an email from Felix C., student in MGTC44 at UTSC, Felix says "When
talking about the life of high-rollers (and off-the-scale bling
|
| Currently,
Learjet is owned by Bombardier (Hence, it being Canadian). The Learjet
family consists of four models - All models have cruising speed of about
0.81 times speed of sound, which is comparable to commercial jet liners.
The prices range form $5M USD to high $50M.
Trivia: The lyrics of Pink Floyd's "Money" makes reference to LearJet as a "First Class traveling set" |
| 6.
Magna
in Felix's Feb 2010 email about LearJet he also suggested auto parts company Magna is a good example of a famous Canadian brand - but i (WTGR) am not sure people associate Magna w Canada specifically - it is widely diversified and has grown by acquiring many European companies that are still thought of as European. There is now doubt Magna
has done well.
|
![]() |
9.
Canada Goose
Added by Student Shawn T.
In June 2010
|
Roots - Canadians love it and are proud of it, but some people outside North America who buy it have said they thought it was American
Blackberry - is well known around the world - but most people think it is American
Labatts beer - nope - it
is now owned by a European conglomerate
Molsons beer - no - merged
with Coors in the U.S.
Four Seasons Hotels - well known around the world, but most people think it is a U.S. company
Chips ! - Humpty Dumpty Snack
Foods Inc. - headquartered in Kitchener, Ontario with a strong market presence
throughout eastern Canada and the northeastern United States. Not enough
international activity to make it really famous worldwide