BCBusiness

February 2015 Why they Give

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.

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bCbusIness.Ca February 2015 BCBusiness 43 visibility and trust have not changed in any substantial way." One of the biggest moves on the list happened outside the top 10, with A&W jumping 12 spots to No. 14. "They've improved their relevance score and they have improved their uniqueness score," says Rodenburgh. "One thing, speaking as a consumer, is that they've come out with a very unique advertising campaign. I think they were the first to say hormone-free and steroid-free beef and chicken. I think that has helped them improve their overall equity score. People noticed it and see them as being an innovator in their category." And then there's Purdys—which wasn't even measured in last year's survey but debuts this year at No. 4. While Rodenburgh says that the Purdys name resonates strongly at cer- tain "special occasion" times of the year—including this month, around Val- entine's Day—the success of the 108-year- old chocolatier speaks to a broader truth about the brands topping this year's list: "A great brand is rarely built overnight." □ B.C.'s most loved Brands I've Heard Positive Buzz/ Negative Buzz about This Brand 443 438 391 329 258 211 191 190 188 260 443 405 404 367 * aVerage brand Index = 100 I've Had a Positive/ Negative Personal Experience with This Brand Brand I'd Be Proud to Have People Know I Use/Visit/Buy LOndOn drugs purdys VanCOuVer InternatIOnaL aIrpOrt saVe-On-FOOds bCaa LOndOn drugs saVe-On-FOOds VanCOuVer InternatIOnaL aIrpOrt WHIte spOt purdys ICbC teLus transLInk bC FerrIes Future sHOp VanCOuVer CanuCks VanCOuVer WHIteCaps WHIstLer bLaCkCOMb VanCOuVer InternatIOnaL aIrpOrt MOuntaIn equIpMent CO-Op 253 243 230 225 197 215 211 202 192 192 ICbC LuLuLeMOn bC FerrIes MOney Mart transLInk 452 193

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