Brand Advocacy Ratio (BAR) measures the percentage of people who are aware of your company and can spontaneously recommend your product or service to others. 

In other words, Brand Advocacy Ratio shows how well your company can convert users who are aware of your brand into your loyal advocacies. 

Calculation

Brand Advocacy Ratio = Spontaneous Advocacy* / Spontaneous Awareness**

*Spontaneous Advocacy – a percentage of people in the market who spontaneously recommend the brand to others. 
**Spontaneous awareness, in this case, means the percentage of people in the market who spontaneously recall the brand when asked about a particular category.

Reasons to track Brand Advocacy Ratio (BAR)

Tracking Brand Advocacy Ratio is crucial since it allows companies to measure their actual brand loyalty level.

The metric is often measured together with Purchase Action Ratio (PAR). Tracking these KPIs will allow you to see the full picture, define flaws within the strategy, and eventually increase your brand loyalty.

How can tracking the BAR help you to become more data-driven?

If we look at the Consumer Path, the BAR reflects the conversion rate from “act” to “advocate” stages: 

  • Aware
  • Appeal
  • Ask
  • Act
  • Advocate

This metric basically reflects the customer’s experience after the actual purchase of the product or service. In other words, it reveals how happy your customers are with your product performance and post-sales services.

Hence, monitoring your Brand Advocacy Ratio can help you identify potential bottlenecks within this customer journey stage and work on its improvement. 

Low BAR signifies low affinity. It means that customers who already know the product are not ready to recommend it to others. The remedy here would be improving the user experience and the post-sales services. 

Eager to track your BAR?

Please reach out to the nexoya support to activate a BAR performance metric for your account!

Additional information about Brand Advocacy Ratio (BAR)

  1. “Marketing 4.0: Moving from Traditional to Digital” by Philipp Kotler 
  2. Bringing To Life PAR & BAR

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