bCbusIness.Ca February 2015 BCBusiness 39
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asking them a series of questions on 65
consumer-facing brands (brands of com-
panies headquartered in B.C. and/or
companies that do the majority of their
business here). As was the case last year,
Rodenburgh pulled together a panel of
experts to help determine the long list of
names, with each brand measured holis-
tically, as well as on a variety of indepen-
dent brand attributes (see sidebar, "How
to Make Love").
When the numbers were tallied for
the 65 brands, Ipsos took the average and
made that equal to 100. So for Save-on-
Foods, this year's No. 1 brand, achieving
a 166 overall meant it scored 66 per
cent higher than the average B.C.
brand.
This score—the so-called attitu-
dinal equity or "brand love"—matters
for two key reasons, according to Roden-
burgh: one, people want to do business
with brands that they love, "so there is
a high correlation between sales and
equity." Also, he adds, when times get
tough for a business, brands with strong
equity scores tend to resist negative
market forces: "I often talk about brand
equity as 'an insulation blanket around
your brand': when it gets cold, it will keep
you a little bit warmer."
Rodenburgh thinks that Save-
on-Foods, which last year ranked
third, moved to the top spot
largely as a result of increased media
play. "What the data is telling us is their
increased presence in the media has
allowed them to move their numbers up
on a couple key metrics: their trust score
has gone up; the extent to which people
identify with the brand has gone up; and
the perception that they're innovative
as well as their visibility—the extent to
which people see them everywhere—has
gone up. They've done a good job just by
Brand I
Identify
With
Brand I Trust
Brand Is Unique
Brand Is
Innovative
saVe-On-FOOds
LOndOn drugs
bCaa
VanCOuVer InternatIOnaL aIrpOrt
WHIte spOt
LOndOn drugs
saVe-On-FOOds
bCaa
purdys
WHIte spOt
MOuntaIn equIpMent CO-Op
LuLuLeMOn
rOCky MOuntaIneer
VanCOuVer WHIteCaps FC
granVILLe IsLand breWIng
eLeCtrOnIC arts
LuLuLeMOn
VanCOuVer InternatIOnaL aIrpOrt (yVr)
MOuntaIn equIpMent CO-Op
VanCIty
238
236
208
206
204
231
224
205
199
193
294
233
227
209
193
303
275
265
243
215
B.C.'s
most loved
Brands
* aVerage brand Index = 100
