Summary
Marketers spend significant dollars to promote their brands. However, if employees aren't aligned with and rallied around that brand, then delivery of the brand promise is broken, leading to suboptimal customer experiences, missed opportunities for brand differentiation, and even customer defection. A first step in building internal brand advocacy is the assessment of the current level of brand engagement of employees. To help this assessment process, Forrester provides a framework to segment employees into four groups based on their level of brand advocacy: brand resisters, brand learners, brand believers, and brand advocates.
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