Brands like Canada Goose and Arc'teryx get a halo effect by promoting the Canadian manufacture of their products. According to a survey conducted by PricewaterhouseCoopers (PwC), there is significant demand for Canadian-made products abroad. The Canadian branch of the London-based “professional services network” surveyed 3,521 consumers in Australia, France, Germany, Italy, Japan, Mexico and the U.K. on their perceptions of Canada, its products and its brands. Some 96 percent of the people surveyed viewed the country in a positive light, about two-thirds had general awareness of Canadian products, and most thought they would be buying more Canadian products in the future. Awareness of products originating in Canada was highest among the young, who, as PwC notes, tend to be more active digitally. PwC therefore speculates that a digitally focused strategy might best help Canada's brands enter new markets. Anita McOuat, PwC Canada's national leader for technology, media, telecom and consumer markets, remarks that awareness of a Canadian brand does not necessarily entail awareness of its Canadian origins. She suggests that such brands link themselves to the virtues generally associated with Canada, “like trustworthiness, reliability and quality.”

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