Brand Advocate

What Does Brand Advocate Mean?

In electronic commerce, a brand advocate is a customer who speaks in favor of a product by passing along word of mouth (WOM) comments and messages to other potential customers in the hope that they will join in on purchasing a specific brand.


A brand advocate may be:

  • A famous person or V.I.P. who relays a positive image
  • A retail store associate with strong brand knowledge
  • A person who uses the advertised brand and has many social connections/good standing in his or her community

Brand advocates strongly believe in the product they are helping advertise through electronic word-of-mouth marketing (WOMM).

Techopedia Explains Brand Advocate

Brand advocates are carefully chosen by manufacturers or retailers in the hope that they will boost sales to a given product. In fact, consumers are very likely to purchase an item based on a family or friend’s suggestion, so WOMM is considered a very successful online advertising and marketing tool. Some companies even assist businesses in carefully locating suitable brand advocates, a job for which not many people are qualified.

Brand advocates may be in positions of power where they have plenty of influence over others. In addition, some individuals may possess the right personality or the right interests and are also considered excellent brand advocates. Perhaps most important is that a brand advocate is a loyal customer. Brand advocates, stand to gain 50 percent (or more) discounts on merchandise or even free merchandise, not to mention ample training. Social networking sites through blogs or one-click access/shopping are increasingly being used by brand advocates to enlist their WOMM techniques and gain more customers. When a brand advocate is recruited, it is crucial to let them know exactly what their role is and that it’s a no-strings working relationship should their brand product experience be lukewarm or unfavorable.


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Margaret Rouse

Margaret Rouse is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical, business audience. Over the past twenty years her explanations have appeared on TechTarget websites and she's been cited as an authority in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine and Discovery Magazine.Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages. If you have a suggestion for a new definition or how to improve a technical explanation, please email Margaret or contact her…