bCbusinEss.Ca
people, they tend to be brands that would
resonate with younger audiences," Roden-
burgh explains, pointing to the Vancouver
Canucks (up a notch to No. 26) and the
PNE,
which vaults 10 places to No. 13.
YVR (No.
3, a three-place gain) is also a hit with can-
nabis users, he observes, joking, "Hopefully
they're not taking it through the airport."
By contrast, some brands speak to the
older, pot-eschewing crowd. "
BCAA, for
example, resonates much, much more with
people who don't smoke cannabis, and go
‰gure, they also have a lot higher Brand
Love score for people over the age of 55,"
Rodenburgh says. "The same pattern exists
for
BCLC as well as FortisBC."
To gauge how much people from the
three age groups agree or disagree about
a particular brand, Ipsos took a standard
deviation across them and expressed it
against an average. Where London Drugs,
Save-On-Foods (No. 2) and
YVR came up low
in that metric, contact lens and eyeglass spe-
cialist Clearly (No. 58), bag maker Herschel
Supply (No. 62) and clothier Kit and Ace
(No. 65) clocked in at the high end.
"What that's suggesting is people of
diœerent age groups have signi‰cantly dif-
ferent opinions of how much they love
those brands," Rodenburgh says of the last
three. For example, international sensation
Herschel, which he calls "a bit of a hidden
success in the local marketplace," skews
strongly younger.
"What's the path to getting a better
Brand Love score?" Rodenburgh asks.
"Being bigger allows you to have greater
muscle from a marketing perspective, but it
also really helps if you are universally loved
as opposed to being a niche brand."
Ÿ
how Our
survey
Worked
Ÿ ipsos conducted the
most loved brands study
between February 7
and 15, 2018
Ÿ the online survey consisted
of 1,301 interviews with
british Columbians aged
18-plus
Ÿ Respondents were asked to
rate 65 b.C.-based brands
across a wide variety of
dimensions
Ÿ brand love is a proprietary
composite metric based
on several questions. ipsos
uses it to determine how
much a brand resonates
with consumers at an emo-
tional and a functional level
Ÿ ipsos standardizes all brand
love scores against each
other, with the average
b.C.-based brand receiving a
score of 100
Biggest Brand Love score gainers and losers
tRanslink (n0. 24)
bROWns sOCialhOusE (n0.4 2)
pnE (n0.13)
thE pROVinCE (n0. 2 3)
panagO (n0. 27)
E aRth's OWn (n0.5 4 -
t ie)
+23%
+17%
+15%
+13%
+13%
+13%
kit and aCE (n0.6 5)
iCbC (n0.3 6)
Flight CEntRE (n0.5 3)
bC hydRO (n0.8)
CRaFtsman COllisiOn (n0.5 4 -
t ie)
-32%
-16%
-14%
-12%
-12%
+13%
junE 2018 BCBusiness 43
