This survey is designed to test consumer perception of Brand_X’s. The questions asked are based on elements that identify energy specific brand equity constructs. The EBBI (Energy Branding Benchmark Index) was created through rigorous academic processes, that have been adapted for the energy space. The average EBBI scores for the 2016 CHARGE Awards nominees were used to benchmark each element.
The survey included XX customers and took place from 1 to 15 June 2017. Participants were of both genders aged 18 to 75 years. A reminder for participation was sent out twice to those who had not yet answered. Respondents were YY in total.
Brief explanations of statistical terms in the report:
Mean is the average value of a set of numbers. It indicates where the central tendency of the answers to a particular question lies. The mean is calculated by simply adding the numeric answers for all participants and dividing them with the total number of participants.
Standard deviation indicates how much the answers to a particular question, on a continuous scale, are spread around its mean. If the standard deviation to a particular question is low it indicates that there are little differences in responses, if however the standard deviation is high, the differences in responses is greater.
Chi-square test is a significance test used to determine significant differences in background groups on a non-consecutive response scales.
ANOVA stands for Analysis of Variance. It assesses whether there are significant differences in answers among or between groups
EBBI Score Formulation
Image and perception
Brand _X is Modern
- Strongly agree
- Strongly disagree
Modern elements, such as being up-to-date, growing and forward-thinking, indicate how much the brand appeals to current generations. This means using the right ways to connect to its customers and not falling behind in an ever-changing environment.
Well over half of respondents, between 72% and 73%, strongly agree with the statement “Brand X is modern”. The mean is calculated on a five-point scale, where the option “strongly agree” gets the value 5, the option “strongly disagree” gets the value 1, and other answers range between the two. X’s mean is 4.67 and is well above the average of the best energy brands.
The answers will be analyzed by background criteria on the next page..
Per Question Detailed Analysis
< 18 years