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Fueling Growth Through Word of Mouth Introducing the Brand Advocacy Index The Boston Consulting Group (BCG) is a global management consulting frm and the world’s leading advisor on business strategy. We partner with clients from the private, public, and not-for- proft sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitiv e advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with 78 ofces in 43 countries. For more information, please visit bcg.com. Fueling Growth Through Word of Mouth Introducing the Brand Advocacy Index Pedro Esquivias, Steve Knox, Victor Sánchez-Rodríguez, and Jody Visser December 2013 AT A GLANCE BCG introduces the Brand Advocacy Index (BAI), a strategic metric that measures advocacy with much greater precision than existing approaches. Unlike competing measures, BAI displays a strong correlation with top-line growth and helps identify concrete actions for improving advocacy. Advocacy Drives Growth and Insight Our research shows that brands with high levels of advocacy—the most recom- mended brands—signifcantly outperform heavily criticized companies in top-line growth.