With a mission to inform, empower, celebrate and advocate for British Columbia's current and aspiring business leaders, BCBusiness go behind the headlines and bring readers face to face with the key issues and people driving business in B.C.
Issue link: http://digital.canadawide.com/i/296829
1. Brands of companies headquartered in B.C.; 2. Brands of companies doing the majority of their business here; or 3. Brands of companies that have a heritage in B.C. Rodenburgh and a panel of experts pulled together by Ipsos helped determine the long list of candidates. "We systematically excluded certain companies that would not register high enough on the scale. For instance, brands like River Rock Casino—which is a big brand in the Lower Mainland, but doesn't mean anything to someone in Fort St. John. We defaulted to brands that had a reasonable shot, and ruled out heavily regional brands." Most of the brands included were no- brainers, although a couple of those that made the Top 10—Chevron Canada and WestJet—raised some eyebrows. Roden- burgh defends their inclusion. "Chevron is on the list because as far as a consumer-facing presence, Chevron gas stations are only in B.C. The marketing decisions for the brand are made here. The decision-makers are here," says Rodenburgh. "As for WestJet, it's a question of heritage. When WestJet started in 1996, it was serving the B.C. market almost exclusively: flights from Calgary and Edmonton to Vancouver and Kelowna. B.C. is still a huge part of their business." With each brand, respondents were queried to see how relevant the brand was to them and how close they were to it. Ipsos also asked respondents to address how they felt each brand lined up with the following state- ments, or "brand attributes": 1. a brand that I identify with; 2. a brand that I trust; 3. a brand that is unique; 4. a brand that is an innovator; 5. a brand that I see everywhere; 6. a brand that is socially responsible; 7. a brand that makes a positive contribution to B.C.; 8. a brand that I am likely to interact with When the numbers were tallied for the 65 brands, Ipsos took the average and made that equal to 100. So for London Drugs, scoring a 182 overall means it scored 82 per cent higher than the average B.C. brand. t hat's the overall picture. But what gets really interesting is how various brands line up in consumers' minds on the individual attributes— it provides real insight into what makes each brand tick. Take, for example, Chevron. The gas- station giant makes the list largely because of its ubiquity, with 166 stations across B.C. The brand's top two attributes? (continued from page 33) 0 likely to interaCt With positive ContriBution to B.C. identify With soCially responsiBle trust LOnDOn DRuGs 233 LOnDOn DRuGs 266 WesTJeT 232 WesTJeT 245 CHeVROn BCaa THe KeG sun-RyPe WHITe sPOT saVe-On-FOODs aVeRaGe BRanD 50 * 100 150 200 250 300 350 How B.C.'s Top 10 Most Loved Brands Rank BCBusIness.Ca 36 BCBusiness May 2014 sTesHa HO p30-37_BestBrands_may.indd 36 2014-04-09 3:13 PM