Brand advocate
A brand advocate is a person who recommends and defends a brand of their own accord because they are satisfied with it
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Advocates are usually loyal customers, although employees or partners may act in the same way. Their value lies in credibility: their opinions are seen as sincere because they are not commissioned, so they influence others through word of mouth, reviews or social media conversations.
A brand advocate differs from a brand ambassador, who has a formal and often paid relationship with the company, and from an influencer, whose influence comes from their own audience. Many brands run programmes to identify advocates and make recommending easier, but if any incentive is offered, the commercial relationship must be disclosed.
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