brandr Index and brandr Employer Index are built on a published
research framework, not a questionnaire someone wrote in a sprint.
This page explains the model in plain language.
No card. No time limit. One survey per product.
Developed by Dr Friðrik Larsen at the University of Iceland, the first person to hold a PhD in brand research within the energy sector, and published across three books with Palgrave Macmillan, Springer and Routledge.
Built inside a university, tested against published literature and defended as doctoral research.
Refined over a decade of client work across more than 50 industries.
A single framework, maintained by the person who wrote it — not assembled from borrowed questions.
Each index measures a small number of dimensions. Beneath each dimension sits a set of drivers, the individual things respondents actually answer on.
01
Perception
02
Social responsibility
03
Differentiation
04
Segmentation
Drivers include positioning, trust, loyalty, brand image, brand attributes, perceived quality and relevance.
01
Branding
02
Equality
03
Human resources
Drivers include leadership clarity, strategic alignment, trust in management, employer reputation, purpose credibility, engagement, advocacy, retention risk and internal brand consistency.
A Score tells you how strong the brand is. A Recommendation tells you whether people will speak for it. They come from different places in the model.
The average of the dimensions.
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( 80 + 80 + 72 + 79 ) ÷ 4 = 78
ANSWERS
A single figure you can benchmark against your industry and track from one measurement to the next.
Ambassadors minus detractors.
46% − 11% = +35
ANSWERS
Advocacy, not satisfaction. It can move in the opposite direction to the Score, and often does.
Every result is read against a comparison set built from more than 50 industries and over 15,000 analysed responses, gathered across ten years of fieldwork.
50+
benchmarked industries
15000+
survey responses analyzed
10+ years
of brand tracking
Because both indexes are built on one framework and run in one system, the distance between them is itself a number.
brandr Index
78
how the market sees it
The gap
6
points of misalignment
brandr Employer Index
72
how your people live it
You can. It will tell you what your respondents said. It will not tell you whether that is good.
A score of 72 means nothing without knowing what 72 looks like in your industry.
Questions that change between waves produce a line you cannot read.
Questions written ad hoc measure whatever they happen to measure.
A 60-minute forum for brand consultants and agency strategists on uncovering the gap between perceived and actual brand positioning — and how to turn that insight into stronger client outcomes.
Thursday, June 25 · 4:00 PM CET
Dr Fridrik Larsen
Most brand trackers are built by software companies.
This one was built by the person who did the research.
brandr Index was developed by Dr Friðrik Larsen, Associate Professor of Marketing at the University of Iceland and the first person to hold a PhD in brand research within the energy sector.
The software was built around it, not the other way round.
You can read the method, then check the maths.
Across more than 50 industries, not a sample of three.
"Fridrik Larsen has opened up a new area of study within energy marketing. In these fascinating interviews with some of the world's most influential energy sector executives, energy branding comes alive, fully justifying its importance for the current low-carbon transition."
Kevin Lane Keller
Professor of Marketing and author of Strategic Brand Management
No card. No time limit. One survey per product.
The Brand Intelligence Platform.
