February 2015 BCBusiness 37 bCbusIness.Ca
B.C.'s
most loved
Brands
How to Make Love
tHe MagIC beHInd tHIs year's LIst
Eight
Key Brand
Attributes
Measured:
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
Six
New Brand
Attributes
for 2015:
1. a brand that has
consistently high quality
2. a brand that I'd be proud
for people to know I use/
visit/buy
3. a brand with which I've
had a positive experience
4. a brand with which I've
had a negative experience
5. a brand about which I've
heard positive buzz
6. a brand about which I've
heard negative buzz
m
ichael rodenburgh of
Ipsos explains that
the overall "attitudinal
equity" for each brand–
the overall score that was used
to rank the top 20 brands–is
measured independently of the
brand attributes below. still,
these attributes help to explain
why brands succeed. "the extent
to which people identify with the
brand, the brand's trust and its
uniqueness were the three most
important attributes," roden-
burgh says. "If you succeed in
more than one of those three,
you're generally outperforming
the average brand."
In addition to the eight brand
attributes measured this year and
last, Ipsos added six new ones
for 2015—including positive and
negative "buzz" to measure what
people hear, good and bad, about
a brand. "social media is becom-
ing a more important component
of how a brand manages its
dialogue with consumers," roden-
burgh explains. "so we needed a
measure to reflect that."
