RESEARCH: NURTURING BRAND ADVOCATES

Advocacy is marketing's new buzz word. Advocacy is an important indicator of brand power, as opposed to product or service offering. It's an indicator of customer value, and the basis for word-of-mouth, which is widely acknowledged to be the most powerful influence for consumers, who place...

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Bibliographic Details
Published in:	Brand Strategy 2004-11, p.36
Format:	Article
Language:	eng
Subjects:	Advertising Advocacy Automobiles Brands Consumer behavior Cosmetics Customer services Diplomatic & consular services Lifestyles Marketing Statistical data
Online Access:	Get full text
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Summary:	Advocacy is marketing's new buzz word. Advocacy is an important indicator of brand power, as opposed to product or service offering. It's an indicator of customer value, and the basis for word-of-mouth, which is widely acknowledged to be the most powerful influence for consumers, who place twice as much importance on personal recommendations than advertising or editorial. The root of this is advocacy. A brand's core advocates can be classified into four groups: 1. indifferent, 2. fulfilled, 3. committed, and 4. active advocates. As a rule, advocacy is easier to create when customers find brand benefits more important than category benefits - and there is genuine brand differentiation in that market.
ISSN:	0965-9390