Léger’s inaugural study of the most reputable businesses and institutions in British Columbia
Vancouver International Airport has landed atop an inaugural study of the most reputable businesses and institutions in British Columbia put out by Léger Marketing.
The first edition of the B.C. study, part of Léger’s annual national effort to rank the image and awareness of businesses, targeted 20 provincial crown corporations, credit unions, airports and property developers.
When asked if it was the ease of gliding through a deserted terminal that propelled YVR to top spot in a pandemic year, Heather Owen, vice-president in Vancouver for Léger, laughed, noting the airport “did a great job building its reputation pre-pandemic and, even when we’re in crisis and not traveling, British Columbians still remember it fondly.”
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Essentials rounded out the top five: BC Hydro, BC Liquor Distribution Branch, utility FortisBC and BC Ferries.
“B.C. is just a little bit different from the rest of the country,” Owen said. “We feel differently about our institutions, we have different factors that weigh into life on this side of the mountains so we thought it was worth taking a look at it separately.”
Vancity, the province’s largest credit union, and Bosa Properties, led their categories. Developers earned better rankings than Owen thought they would.
“They’ve undergone a great deal of criticism from many so we were really interested,” she said. “This sector, which we thought was going to come out with a really negative opinion from British Columbians actually didn’t.”
Léger is considering doubling the companies in next year’s survey by adding local wine and beer, entertainment, resorts, groceries, drugstores and restaurants.
The poll revealed one challenge in that some organizations were so unfamiliar to respondents that about a third couldn’t form opinions about them.
“There’s still a lot of room to grow to have those really entrenched reputations,” she said.