Mercedes, BMW and Toyota Most Advocated Brands According to NOP World 2004 Global Advocacy Study
- All Consumers Not Created Equal -
NEW YORK, Oct. 5 -- NOP World today 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," explained Tim Wragg, global director of NOP World's Customer Management Center of Excellence. "Through the identification of active advocates, organizations 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-recognized barometers of brand prominence.
About Advocacy Multiplier ...
Advocacy Multiplier has been developed using benchmarks from NOP World's Roper Reports Worldwide, which provide the most comprehensive intelligence across several markets, sectors and countries. Advocacy Multiplieris the first in a range of tools to be developed by the NOP World Customer Management Center of Excellence, one of four specialist teams within NOP World that provide information, statistics and consultancy across the full range of marketing disciplines and cycles.
About NOP World ...
A leading supplier of syndicated and custom research, NOP World is a wholly-owned subsidiary of UK-based United Business Media. Through industry-specific business units, it offers focused expertise across six areas -- automotive, business and technology, consumer and retail, financial services, health and media. Industry specialists are supported by five Centers of Excellence. Four focus on the key stages of the marketing cycle -- Market Opportunity, Brand Strategy, Marketing Effectiveness and Customer Management. The fifth-NOP World's Research Center of Excellence -- provides best-in-field research design, methodologies and analytics.
NOP World was formed earlier this year, by uniting US and European research leaders, including Allison-Fisher ... Market Measures/Cozint ... Mediamark Research Inc ... NOP Automotive ... NOP Healthcare ... NOP Research Group ... RoperASW ... RoperNOP Consulting ... Strategic Marketing Corporation ... and Eurisko.
About United Business Media ...
United Business Media plc (http://www.unitedbusinessmedia.com/) is a leading provider of business information services to the technology, healthcare, media, automotive, financial services and property industries. UBM offers services in news distribution, market research, publishing and events to customers across the globe. Its brands include PR Newswire, the world's leading corporate news distribution service; NOP World, one of the largest market research groups globally; and CMP, the business-to-business media and exhibition group operating in hi-tech, healthcare,property, entertainment, jewelry and fashion in the US, UK, Asia and Europe.
