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December 2007 - Strategy Magazine
Brands of the year

Brands of the year

When strategy researches the Brands of the Year, we look for companies that have steadily and convincingly built a unique identity. They've used bold vision and clear business prowess to craft a brand with solid sales - and one you can't help but notice. Then we ask industry experts if our shortlist also caught their eye.

This year's list had several winners. Lexus, Holt Renfrew, Scotiabank and L'Oréal Canada have all hit the mark with their positioning and have successfully developed compelling and relevant connections with their customers - be it smart partnerships, refined loyalty programs or meaningful messages.

And as meaningful messages go, Dove, without question, has redefined what a brand can be - and mean - making it a shoo-in for overall Brand of the Year.

Here's what it took to top our coveted list and where these standout brands are headed.

Overall brand of the year: Dove

Financial brand of the year: Scotiabank

Retail brand of the year: Holt Renfrew

Automotive brand of the year: Lexus

Beauty brand of the year: L'Oréal

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