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USA: Mercedes, BMW and Toyota are ‘world's most advocated brands’ - NOP

By just-auto.com editorial team | 6 October 2004

NOP World has announced that Mercedes, BMW and Toyota are the world's most advocated brands according to its 2004 Global Advocacy Study of 43 companies that queried over 30,000 consumers across 30 countries. Over half of the customer base of these companies is classified as "active brand advocates," individuals so passionate about a particular brand that they are likely to help spread the word about its benefits and recommend its products.

The study identified the commitment of customers to each brand using NOP World's Advocacy Multiplier(TM) tool, which segments consumers into four categories (active brand advocates, brand committed, fulfilled and indifferent) based on how close they feel to the brand.

With 59 percent of its customers falling into the category of "active brand advocates," Mercedes was identified as the advocacy leader. Following are the 10 most advocated brands according to the study:


    * Mercedes .....................................................  59%
    * BMW ..........................................................  53%
    * Toyota .......................................................  51%
    * Nokia ........................................................  50%
    * Sony .........................................................  46%
    * Estee Lauder .................................................  43%
    * Lancome ......................................................  43%
    * Clinique .....................................................  42%
    * Ford .........................................................  41%
    * Nike .........................................................  38%


"There is increasing evidence that not every consumer is created equal," said Tim Wragg, global director of NOP World's Customer Management Center of Excellence. "Through the identification of active advocates, organisations can develop highly tailored marketing initiatives aimed at those most likely to spread the message and regularly say good things about the brand. In an increasingly splintered marketplace where the impact of advertising is faltering, companies can no longer afford to overlook the word-of-mouth potential that this segment offers."

The 2004 Global Advocacy Study is based on further analysis of the NOP World Roper Reports Worldwide(TM) survey using the company's Advocacy Multiplier(TM) segmentation tool. The Worldwide survey covered 43 brands and includes in-depth personal interviews with over 30,000 13- to 65- year-olds across thirty countries. The brands were drawn from NOP World's Power Brand list, which is compiled annually using internationally-recognised barometers of brand prominence.