BCG survey: Apple has the most ultra-loyal customers (‘apostles’)

Data from the Boston Consulting Group (BCG) finds that one “ultra-loyal customer” — dubbed an “apostle” — can generate eight times his consumption based on recommending a brand to others, reports ZDNet. Apple and Amazon are winning the apostle race, according to BCG research, based on a survey of 12,000 U.S. consumers and 3,000 Europeans.

In BCG’s brand rankings, Apple was number one, followed by Amazon, Walmart, Netflix, Costco, Samsung, Coca-Cola, Target, Jet Blue and Chik-Fil-A. However, Apple also ranked among the least favorite brands as respondents called the company elitist and arrogant. 

Walmart was the third most favorite brand, yet number one on the list of least favorite brands. The challenge for brands “is walking the line between evangelism and backlash,” says ZDNet.