Report on the state of ‘Canada Brand’ (SoCB)

The intent of this report is to capture and present, in as accurate and useful a format as practicable, key information on the state of the ‘Canada Brand’ in terms of: its current condition; trends; and management initiatives.

The SoCB report provides a definitive account of the national State of the Canada Brand. It captures critical information about business issues – issues that are nationally significant and of interest to current and future generations.

The fundamental objectives of State of the Canada Brand reporting are to:

  • make relevant and useful information on the state of the Canada Brand available to the decision-makers, more broadly to support decisions about economic and innovation policies at regional, national  and international scales;
  • give the public access to accurate, up-to-date information on the state of the Canada Brand.

In the longer-term, this will lead to:

  • increased awareness, among decision-makers and the public, of the status and implications of the condition of the “Canada Brand”.

SoCB reporting is used to:

  • report on major causal factors that are influencing Canada Brand
  • report on the effectiveness of responses designed
  • highlight the issues most relevant to the sustainability of competitiveness
  • contribute to public understanding of the state of the Canada Brand
  • identify relevant gaps in information, and
  • further develop and improve the SoCB reporting process

The report and underlying supplemetary materials are therefore made freely available to policymakers and others with a need for relevant, credible and meaningful information.

For more information about the Report on the state of ‘Canada Brand’ (SoCB), please contact :