B.C.'s m o s t l o v e d B r a n d s
4. White spot. 123
5. BCaa. 106
WestJet, says Rodenburgh, is the exception to
the rule that what matters most in brand love is
the extent to which you interact with a brand.
"They've created a resonance without relying
on a frequent purchase cycle," he says. "They
get brand love for innovative customer experi-
ences instead."
■
For more on B.C.'s Most Loved
Brands, including video interviews
with the winners, go to
BCBusiness.ca/LovedBrands
positive ContriBution to B.C. see everyWhere innovator soCially responsiBle unique
WesTJeT
245
WesTJeT
433
WesTJeT
244
VanCOuVeR
CanuCKs
244
VanCOuVeR
CanuCKs
205
THe KeG BC HyDRO VanCOuVeR
CanuCKs
saVe-On-FOODs WesTJeT LOnDOn DRuGs
BCBusIness.Ca May 2014 BCBusiness 37 sTesHa HO
1. see everywhere
2. Likely to interact with
BC Hydro is another brand that consum-
ers are likely to interact with, but its top-
ranked attribute is social responsibility (credit
Power Smart and other such initiatives):
1. socially responsible
2. Likely to interact with
When it comes to brands making a "posi-
tive contribution to B.C.," nobody from our
Top 10 list ranked higher than the Canucks.
Overall, says Rodenburgh, this attribute is
"not efficient in driving overall success of a
brand." The exception was for B.C.'s sports
teams, which, on that sub-list of "positive
contribution" alone, dominated:
1. Vancouver Canucks. 240
2. BC Lions. 229
3. WorksafeBC. 216
4. Pacific national
exhibition. 213
5. Vancouver Whitecaps. 197
"Uniqueness" was perhaps the least
influential attribute in determining the
final score, but three brands stood out
on that front:
1. WestJet. 244
2. Vancouver Canucks. 213
3. White spot. 166
And as for Innovation, there was no compari-
son—WestJet ran away with the category,
with the next best brand in the Top 10, BC
Hydro, scoring 1/3 of what the airline did:
1. WestJet. 433
2. BC Hydro. 141
3. London Drugs. 133
on the WeB
p30-37_BestBrands_may.indd 37 2014-04-09 3:13 PM
