BCG’s new Brand Advocacy Index (BAI) shines a spotlight on the companies that have achieved the pinnacle of word-of-mouth recommendations—“brand advocacy.”
To understand where companies stand, we surveyed more than 32,000 consumers in France, Germany, Spain, the U.K., and the U.S. For a list of the brands that respondents recommended most, selected from five diverse product categories in these countries, see the exhibit below. These survey findings are comparable across countries, because, unlike other metrics, BAI asks questions about actual behavior, eliminating the influence of cultural differences.
The results highlight pockets of superb performance across markets. For example, nonluxury automobiles have an industry average BAI score of 50 percent, well above average levels in other industries. Brands such as Volkswagen perform well across multiple countries. However, we have noticed that, in many cases, the biggest brands do not score the highest on advocacy in a market. Consider grocery retailers or retail banks: the top three most recommended brands do not always include those from the largest companies. In addition, some brands make it to the list owing to specific drivers of advocacy that matter more in a market. For example, on the basis of its high value for money, Czech carmaker Skoda ranks the highest in Germany on advocacy even though it is not a German brand.
ABOUT BOSTON CONSULTING GROUP
Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.
Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. We work in a uniquely collaborative model across the firm and throughout all levels of the client organization, fueled by the goal of helping our clients thrive and enabling them to make the world a better place.
© Boston Consulting Group 2023. All rights reserved.
For information or permission to reprint, please contact BCG at email@example.com. To find the latest BCG content and register to receive e-alerts on this topic or others, please visit bcg.com. Follow Boston Consulting Group on Facebook and X (formerly Twitter).