bCbusIness.Ca February 2015 BCBusiness 41
being strong marketers."
Speaking of strong marketers, Telus
cracks the overall top 10 this year—despite
ranking second, between beleaguered
ICBC and TransLink, as the brand with
which British Columbians are most likely
to have had "a negative personal experi-
ence." The telecom giant's overall success
can be credited both to the ubiquity of
the Telus name and the percep-
tion among respondents that it's
an innovative brand and one that
people "identify with" (a measure
that Rodenburgh alternately calls the
brand's "relevance").
Vancouver's marquee sports fran-
chise, on the other hand, wasn't so
lucky—dropping from No. 6 last year
to No. 11 on this year's list. "The
Canucks are an interesting brand
because what happens on the
ice affects what happens with
their overall brand equity," observes
Rodenburgh. "Certainly, the situation on
the ice going through last year and into
the summer hurt their brand. What I
would say, though, is that their scores on
Brand Makes
a Positive
Contribution
to B.C.
Brand I Am
Likely to
Interact With
Brand Has
Consistently
High Quality
B.C.'s
most loved
Brands
242
224
212
205
201
233
230
213
198
186
260
213
212
206
206
* aVerage brand Index = 100
Brand Is
Socially
Responsible
Brand I See
Everywhere
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VanCOuVer CanuCks
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saVe-On-FOOds
VanCIty
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WHIte spOt
bC HydrO
saVe-On-FOOds
264
252
230
226
210
216
205
204
203
203
purdys
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