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360-Degree-PerformanceExtra Sensory Brand Index

 

 

 

 

The ESBI model gives the brand manager a deeper understanding of the experience landscape in which their brand is traded. More importantly, the manager is able to compare critical touch points that drive the possibility of purchase, as well as providing a health index that can be used to assess the level of marketing spend when calibrated against competitors.

ESBI should form an integral part of the marketing manager’s portfolio management strategy as it delivers critical information needed to make objective marketing choices.

Question Areas:

  • Brand Interface
  • Relative Brand Usage
  • Brand Interaction with different senses

Application of Product:

This product is important in helping the marketer understand the type of interaction their brand has with the prospect. The sensory evaluation of the interaction is particularly insightful as it shows which interactions have the largest bearing on overall product opinion and purchase.