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1、FuelingGrowthThroughWordofMouthIntroducingtheBrandAdvocacyIndexTheBostonConsultingGroup(BCG)isaglobalmanagementconsultingfirmandtheworld’sleadingadvisoronbusinessstrategy.Wepartnerwithclientsfromtheprivate,public,andnot-for-profitsectorsinallregionstoidentifytheirhighe
2、st-valueopportunities,addresstheirmostcriticalchallenges,andtransformtheirenterprises.Ourcustomizedapproachcombinesdeepinsightintothedynamicsofcompaniesandmarketswithclosecollaborationatalllevelsoftheclientorganization.Thisensuresthatourclientsachievesustainablecompeti
3、tiveadvantage,buildmorecapableorganizations,andsecurelastingresults.Foundedin1963,BCGisaprivatecompanywith78officesin43countries.Formoreinformation,pleasevisitbcg.com.FuelingGrowthThroughWordofMouthIntroducingtheBrandAdvocacyIndexPedroEsquivias,SteveKnox,VictorSánchez-
4、Rodríguez,andJodyVisserDecember2013ATAGLANCEBCGintroducestheBrandAdvocacyIndex(BAI),astrategicmetricthatmeasuresadvocacywithmuchgreaterprecisionthanexistingapproaches.Unlikecompetingmeasures,BAIdisplaysastrongcorrelationwithtop-linegrowthandhelpsidentifyconcreteactions
5、forimprovingadvocacy.AdvocacyDrivesGrowthandInsightOurresearchshowsthatbrandswithhighlevelsofadvocacy—themostrecom-mendedbrands—significantlyoutperformheavilycriticizedcompaniesintop-linegrowth.Inadditiontousingadvocacytoimproveresults,companiescanalsouncovertherationa
6、landemotionalfactorsthatmotivatepeopletorecommendabrand,aswellastherelativeinfluenceofbothcustomersandnoncustomersindrivingrecommendations.AUniversalAppealWithadeeperunderstandingofadvocacy,anycompanycanharnessitspowertodrivegrowth.2FuelingGrowthThroughWordofMouthSmart
7、marketershavelongunderstoodthatword-of-mouthrecommenda-tionsfromconsumers—“brandadvocacy”—havegreaterimpactonsalesthananyothersourceofinformation.Andit’snotjustthatpositivebuzzmovesthefinancialneedleforward.Negativewordofmouthfrombrandcriticscanpushresultsintheopposite
8、direction.Despitetherelevanceofbrandadvocacy,companieshavestruggledtomeasureitinthemarketplace,demonstrateitstop-line
