top20-link.jpgThe magic behind our exclusive survey of B.C.'s most loved brands

Michael Rodenburgh of Ipsos explains that the overall “attitudinal equity” for each brand–the overall score that was used to rank the top 20 brands–is measured independently of the brand attributes below. Still, these attributes help to explain why brands succeed. “The extent to which people identify with the brand, the brand’s trust and its uniqueness were the three most important attributes,” Rodenburgh says. “If you succeed in more than one of those three, you’re generally outperforming the average brand.”

In addition to the eight brand attributes measured this year and last, Ipsos added six new ones for 2015—including positive and negative “buzz” to measure what people hear, good and bad, about a brand. “Social media is becoming a more important component of how a brand manages its dialogue with consumers,” Rodenburgh explains. “So we needed a measure to reflect that.”