People interact with brands every day, and in British Columbia, some brands are so close to our hearts that we actually love them.
Ipsos and BC Business wanted to know what those brands were and unveiled their list of BC’s Top 10 Most Loved Brands at a reception event on the evening of Wednesday, February 12. Results were based on an Ipsos study that asked respondents to rate a variety of brands that have strong ties within the province along various dimensions of brand love.
Counting down from number ten to number one, BC’s Top 10 Most Loved Brands for 2014 are:
8. The Keg
7. BC Hydro
6. Vancouver Canucks
4. White Spot
1. London Drugs
“Here in British Columbia, we have some extraordinary brands that have succeeded in making a name for themselves on the local, national and global scenes,” says Michael Rodenburgh, Executive Vice President with Ipsos in Western Canada. “For those brands defined as the most loved in BC, they have meaning in our daily lives. We couldn’t imagine this beautiful province without them.”
The Brands We Love study ranked 65 BC-based brands using a measurement approach inspired by Ipsos’ Brand Value Creator model. This model scores each brand based on respondent ratings for Relevance and Brand Closeness. The study also examined eight key dimensions linked to how we interact with and actually love brands, including: Contribution to BC, Engagement, Innovation, Presence, Relevance, Social Responsibility, Trust and Uniqueness.
While retailer London Drugs took the top spot as the Most Loved Brand, it also scored high on a number of dimensions in the study.
“London Drugs almost tripled the average BC brand score when it came to consumers referring to a ‘brand that I trust,'” Rodenburgh explains. “The company also more than doubled average BC scores in the categories of a ‘brand I’m likely to interact with,’ and a ‘brand that I see everywhere.’ ”
The study was conducted in cooperation with BC Business. Interviews with brand leaders from each of the Top 10 Most Loved Brands and a full analysis of their winning consumer-engagement strategies will be featured as a cover story in the May issue of the publication.
“These brands represent many of the biggest business success stories in BC, offering inspiration and invaluable lessons about consumer advocacy and the power of word of mouth for other brands across the province,” says Tom Gierasimczuk, the publisher of BC Business.
Source: Ipsos Reid | Image: WestJet