Ipsos Names the Top 10 Most Loved Brands in British Columbia
London Drugs, Canucks, White Spot on the List of BC’s Most Loved Brands
Friday, February 14, 2014
Vancouver, BC – 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 BCBusiness 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 BCBusiness. 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 BCBusiness. “And for the next two weeks, on BCBusiness.ca/LovedBrands,
one winning brand will be analyzed per day, including an exclusive video with insights from the winning brands' leaders.”
From left to right: Michael Rodenburgh from Ipsos and Tom Gierasimczuk from BCBusiness, present BC’s Most Loved Brand award to Clint Mahlman, Senior Vice President & Chief Operating Officer, London Drugs
The Brands We Love study was conducted online with 1,596 adult residents of British Columbia between January 7, 2014 and January 19, 2014. These data were statistically weighted to ensure the sample's age and sex composition reflects that of the actual BC population according to 2011 Census data.
For more information on this news release please contact:
Director, Marketing Services
Ipsos in North America
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Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.
With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.
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