The only global benchmarking tool available to energy brands. EBBI is the common deneminator for excellence in energy branding and the leading tool for measuring marketing ROI
Why measure your
To indicate if customers are happy and why
To increase ROI on marketing expenditure
To see if marketing is efficient
To get a global comparison
The EBBI score
The EBBI index is made specifically for energy brands to measure consumer perception. It was developed by benchmarking multiple methods that have been used to determine brand value and brand equity. It has foundations in both academic branding theory and from practice.
The index indicates how your consumers perceive your brand and it is the only available tool to see how your energy brand measures up to others around the world. The EBBI discovers problem areas and highlights strong points. The index measures your marketing activities and how they are getting through.
Measures how well the brand differentiates itself from its competitors. Questions relating to uniqueness, brand promise, product offer and the brand’s name and logo.
Measures how well the brand divides its customers into segments and how well it appeals to each segment. Questions that identify segmenting trends such as age and price sensitivity.
Measures customer experience. Questions related to elements such as trust towards the brand, perceived experience and reliability, and the level of brand responsibility perceived by customers.
The EBBI Scale Range
Your actual score shows how your brand compares to some of the world’s best brands
Scores under 40
Running dry. The brand fails to connect with its customers – it’s time to recharge. Some areas might be good but most areas have room for significant improvements.
Scores 40 to 69
Neutral. An excellent rating for some key elements but is found lacking in others. The brand has great potential but has to do better in order base and increase customer loyalty.
Scores 70 and over
Fully charged. A brand that has a distinguished, unique and positive relationship with its customers. The brand is in an optimal position to connect with its customers in a meaningful way.
Key constructs are measured and weighted with market specific factors that are relevant to how the brand is perceived by its customers.
The data for determining the benchmark is compiled from multinational studies on consumer perception in the energy market from over 40.000 consumers and counting across the world.
Comprehensive academic research
The LarsEn EBBI is based on the most comprehensive academic research of brands in the energy sector.
Data on the world’s best energy brands is collected from brands which are nominated and awarded at the CHARGE Energy Branding Conference organized and hosted by LarsEn Energy Branding.
The EBBI formula
The EBBI score is calculated by using a weighted mean formula and adding a secret ingredient. It incorporates all the elements that the EBBI measures and weighs in all the values that have been assigned to its factors. The image to the left represents the technical formula used to calculate the EBBI score.
In simple terms the formula could be written as:
ωi is the weight of attribute i in the formula
xi is the averege score of attribute i
p1 is the weight of attribute scores for the EBBI index
β is the average score from panel of experts
p2 is the weight of panel data for the index (1-p1)
The EBBI Scale ranges from 0 to 100. This example shows a scenario where a hypothetical Perfect EBBI score is benchmarked against various factors.
- Perfect EBBI
Example of Constructs Used to build the EBBI
Kind to Nature
Understands all Ages
EBBI can be purchased in three different packages, all of which are available as a single purchase or a 3-year subscription.
Most suitable for companies with smaller marketing and research budget. Package includes printed and digital copy of minimal EBBI results. Analysis and interpretation not included.
- Printed EBBI Report
- Digital Copy
- Subscription (optional)
The most popular package. Everything that is included in standard plus analysis by an energy branding expert, plus the Best Brands annual report.
Printed EBBI Report
Analysis by branding expert
Best Brands Report
Annual updates for 3 years
Everything you need to turn your brand into a leading authority in up to three markets. Workshop and on-site consulting lead by a professional. Quarterly industry reports and the option of integrating existing data
All premium package
Quarterly Industry Report
One-day on site consulting integration of existing data
Dedicated on call consulting
Up to three markets