Boston Consulting Group (BCG) has introduced a new metric analyzing word-of-mouth, the “Brand Advocacy Index” (BAI), noting that its research shows that among the sample of brands studied, the average difference between the top-line growth of the highest- and lowest-scoring brands was 27% points. So who’s scoring highly on this metric?
Selecting 5 key industries across 5 Western markets, BCG indicates that the industries with the highest average BAI are non-luxury automobiles (50%) and smartphones (46%), with grocery (24%), mobile telecommunications (20%) and retail banking (10%) significantly behind. Each industry features a couple of standout brands.
Notably, within the smartphone category, the iPhone (54%) scores highest in the US, beating out rival Samsung (43%) and with a sizable margin over Motorola (38%). Read the rest at MarketingCharts.
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