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Developing The Brand Experience Index

The Challenge

‘Brand Experience is conceptualized as sensations, feelings, cognitions, and behavioural responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments’. Our task was to develop a leading edge Brand Experience Index rooted in solid academic research.

Our Solution

We undertook survey research involving 30 leading brands across 3 sectors. BLA helped to operationalise the Brand Experience scales originally developed by H. Schmitt et al (2009) to develop what is now known as the Brand Experience Index (BXi).

The Results

As Brand Experience engineers, BXi now acts as Rufus Leonard’s flagship measure of experience, capturing both the outward brand identity, communications, experiential and emotional drivers.