Last year’s ranking: 8 (▼ 6)

After a rough ride on the markets in 2015 and a lousy winter for SkiDoos, it would be tempting to read Bombardier Recreational Product’s slide on this year’s list as a sign of trouble ahead for this spinoff of fabled Bombardier. But the smart money says that might just be a hiccup. While its stock steadily marches back to health, BRP continues to diversify its recreational vehicle offerings, giving it access to customers beyond toy-loving weekend warriors. It’s often the case that brand health is a leading business indicator for marketers, but BRP’s showing in this year’s survey might just be behind the game.

READ MORE: Canada’s Richest People: The Bombardier Family