Energy Branding Benchmarking Index
The only global benchmarking tool available to energy brands
Why measure your
Branding is a compass for employees and management that enhances focus and strategic vision to make you stand out from the competition and increase the ROI of marketing expenditure. A strong brand helps consumers make sense of a complex world by forming relationships with loyal customers, who become less price sensitive and less likely to switch.
The EBBI score
The EBBI 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.
The index is made specifically for energy brands to measure consumer perception. Several common constructs have been identified and integrated into the EBBI. The constructs used take into account factors that are relevant in guiding consumer purchase decisions in the energy sectors.
The LarsEn EBBI consists of questions regarding relevant elements that influence consumer purchase decisions within the energy space. Those elements originate from three constructs:
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.
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 Scores
To comprehend what the score may mean, the EBBI score is broken down into confidence levels.
Scores under 40
Running dry. The brand fails to connect with its customers – it’s time to recharge. Some areas might be 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 to expand its customer base and increase customer
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.
Example of Constructs Used to build the EBBI
Kind to Nature
Understands all Ages