"Influence requires relevance and having an impact on the way people live"
For the past two years, BCBusiness and market research firm Ipsos have examined B.C.’s top brands through the lens of brand love. “Love,” in the marketing sense, is an amalgam of a various attributes, including trust, innovation and ubiquity. But ultimately brand love is a matter of consumer perception, says Ipsos’s Michael Rodenburgh, and “highly correlated” with advertising. So this year we tackled the meatier metric of influence: What influence do these brands have on our lives? “To actually have influence means that you have a level of impact beyond what you’re delivering,” explains Rodenburgh. “These brands have a fundamental impact on how you operate in the world—that’s the distinguishing factor."
1. 65 brands were evaluated by Ipsos between November 2 and 17, 2015
2. Each survey respondent was asked to rate 10 brands randomly
3. Each brand was rated by approximately 200 respondents
4. Respondents were 18-plus, online British Columbians, and data was weighted by age and gender
More on how we define love:
The “attitudinal equity” for each brand (what Ipsos calls brand love) is an amalgam of our feelings on eight key attributes: a brand we identify with; brand we trust; brand we see as unique; brand we see as innovative; brand we see everywhere; brand we see as socially responsible; brand we see as making a positive contribution to B.C.; and a brand we are likely to interact with.
And how we define influence:
“Influence requires relevance and having an impact on the way people live,” says Rodenburgh. While there are a number of dimensions that drive influence, the top five are: trustworthiness, leading edge, engagement, corporate citizenship and presence.