The Extra Sensory Brand Index (ESBI) model gives the brand manager a deeper understanding of the experience landscape in which their brand is traded. More importantly, the manager can compare critical touchpoints 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.