News Releases

WestJet brand tops in Canadian travel industry

Interbrand Canada pegs airline's brand value at $736 million

CALGARY, June 9, 2014 /CNW/ - WestJet is the twentieth most valued brand in Canada, with a brand value of $736 million, according to Interbrand Canada's 2014 Best Canadian Brands report. This is the first time the brand consultancy has included WestJet in its annual list of Canada's most-valued brands.

According to Interbrand Canada, key factors in brand value include a financial analysis measuring the overall financial return to an organization's investors or its economic profit; the role of brand which measures the portion of the consumer decision to purchase that is attributable to the brand relative to other factors; and brand strength, measuring the ability of the brand to create loyalty and continue to generate demand and profit into the future.

"The secret sauce for us is our people and they are an incredibly engaged and spirited workforce," said Bob Cummings, WestJet's Executive Vice-President, Sales, Marketing and Guest Experience. "Day-in and day-out, the way they interact with our guests and make them smile is our brand persona. It's about making the travel experience as pleasant and stress-free as possible and owning the moment ̶  no matter if things are going right or wrong. Our people are empowered to make choices, to care for our guests and be the brand, and have some fun along the way."

Interbrand Canada's fifth biennial 2014 Best Canadian Brands report examines and ranks Canada's top 25 brands by brand value. The total value of the 25 best Canadian brands is $72.8 billion, an increase of $2.6 billion over the total value of the 2012 ranking.  Recognized as the global standard for brand valuation, Interbrand's methodology seeks to provide a rich and insightful analysis of brands, providing a clear picture of how the brand is contributing to business results today, together with a roadmap of activities to ensure that it is delivering even more tomorrow.

About WestJet
We are proud to be Canada's most-preferred airline, powered by an award-winning culture of care and recognized as one of the country's top employers.  We offer scheduled service to more than 85 destinations in North America, Central America, the Caribbean and Europe. Through our regional airline, WestJet Encore, and with partnerships with airlines representing every major region of the world, we offer our guests more than 120 destinations in more than 20 countries.  Leveraging WestJet's extensive network, flight schedule and remarkable guest experience, WestJet Vacations delivers affordable, flexible travel experiences with a variety of accommodation options for every guest. Members of our WestJet Rewards program earn WestJet dollars on flights, vacation packages and more.  Our members use WestJet dollars towards the purchase of WestJet flights and vacations packages on any day, at any time, to any WestJet destination with no blackout periods ̶  even on seat sales.  For more information about everything WestJet, please visit

Recent recognition includes:
2014 Interbrand Canada's Best Canadian Brands (Rank #20)
2014 Canada's Most Preferred Airline (Ipsos)
2014 Value Airline of the Year (Air Transport World magazine)
2014/2013/2012 Canada's Most Attractive Employer (Randstad)
2013 Highest equity score: airline, vacation package supplier brands (Harris/Decima EquiTrend Study)
2013 Gold Stevie Award Best Transportation Company (American Business Awards)
2013 Chairman's Circle Award: WestJet Vacations (CPSC)
2013 WestJet RBC MasterCard ranked #1 in Canada (Money Sense magazine)

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About Interbrand Canada
Headquartered in Toronto, Ontario, Interbrand Canada has 15 years of helping brands across industries solve their most pressing business challenges. With its exceptional knowledge of the Canadian business environment, the firm offers full service branding solutions including strategy, analytics, visual design, verbal identity and implementation focused on creating and managing brand value. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world's most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand's performance relative to sustainability. Interbrand Canada's Best Canadian Brands, published every two years, examines and ranks Canada's top 25 brands by brand value. To download the Best Canadian Brands Report, detailed brand profiles and thought leadership articles please visit


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