Volume 15 Issue 05, May 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
134
BRAND EXPERIENCE STRENGTH INDICATORS
Shakhribonu Farmonova
Master's degree of UzJMCU
Abstract:
This article analyzes the indicators used to evaluate brand experience based on the
“Brand Experience Strength Indicators” (BESI) model. The model introduces a new approach of
identifying emotional, digital, and cultural interactions between brands and consumers in
Uzbekistan. Through the BESI model, it becomes possible to assess a brand’s ability to remain in
customer memory, deliver immersive experiences, and offer personalized services. The research
has practical implications for improving marketing strategies.
Аннотация:
В данной статье анализируются индикаторы оценки брендингового опыта на
основе модели «Индикаторы Силы Брендового Опыта» (ИСБО). Модель представляет
собой новый подход к определению эмоциональных, цифровых и культурных связей
между брендами и клиентами в Узбекистане. С помощью ИСБО определяются такие
аспекты, как способность бренда оставаться в памяти клиентов, уровень предоставления
иммерсивного опыта и качество персонализированных услуг. Исследование имеет
практическое значение для совершенствования маркетинговых стратегий.
Key words:
The Brand experience, emotional marketing, BESI model, immersive experience,
digital engagement, cultural alignment, individual approach, brand memory.
Ключевые слова:
Брендовый опыт, эмоциональный маркетинг, модель ИСБО,
иммерсивный
опыт,
цифровое
взаимодействие,
культурная
совместимость,
индивидуальный подход, память о бренде.
In modern marketing, the customer experience is a broader and deeper process than the
mere presentation of a product or service. Factors such as how a brand builds relationships with
customers, the emotions it evokes, and how it is represented in the digital environment play a
crucial role in attracting today’s consumers. Particularly, emotional connection between the
brand and the customer, personalized approaches, and cultural alignment are among the key
elements that define the strength of the experience. Therefore, in developing marketing strategies,
not only product quality but also the impressions and experiences left on the customer are
gaining priority.
In recent years, the term “experiential marketing” has gained relevance in the marketing
world, emphasizing consumers’ multisensory, emotional, and digital engagement. This is
especially pertinent in societies like Uzbekistan, which are undergoing rapid digital
transformation, where there is a growing need to thoroughly analyze brand-customer interactions
and assess them based on new scientific approaches.
This article arises from such a need and focuses on evaluating brand experience through a
new model called the “Brand Experience Strength Indicators (BESI).” This model enables the
assessment of how brands interact with customers on emotional, digital, and cultural levels using
six core indicators. The article provides a scientific analysis of these indicators, examines their
applicability in marketing practices, and identifies which indicators have the most significant
impact on strengthening brand experience in the context of Uzbekistan.
Volume 15 Issue 05, May 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
135
In recent years, the concept of brand experience has emerged as a distinct scientific
direction within the field of marketing. It encompasses the emotional, cognitive, and memorable
experiences that arise from consumers’ direct or indirect interactions with a brand (Schmitt,
1999). While traditional approaches primarily focused on the functional aspects of products,
modern marketing emphasizes the impressions a brand leaves on consumers, the emotions it
evokes, and the formation of associated memories.
Emotional marketing is an approach aimed at fostering long-term loyalty by strengthening
the emotional connection between the brand and the consumer. Numerous studies have shown
that customers make decisions not solely based on product quality, but also on the emotions they
experience (Kotler & Keller, 2016). In particular, when consumers feel valued, understood, or
uniquely acknowledged, they are more likely to form an emotional attachment to the brand. One
of the key indicators of the BESI model — the
Emotional Connection Level (ECL)
— is
designed to measure this specific relationship. With the deep integration of digital technologies
into the field of marketing, the interactions between brands and consumers have taken on new
forms. Today, consumers primarily engage with brands through social media platforms, websites,
and mobile applications, and the quality of these digital interactions has become a vital
component of brand experience (Lemon & Verhoef, 2016). The
Digital Engagement Activity
(DEA)
indicator within the BESI model provides a framework for evaluating this process.
Consumers’ attitudes toward brands are often closely tied to their personal values, culture, and
life experiences. Therefore, every brand must develop its marketing strategy based on a deep
analysis of the cultural characteristics of its target audience. The presence of the
Cultural
Compatibility Score (CCS)
indicator in the BESI model serves precisely this purpose — it allows
for the evaluation of how well a brand aligns with the cultural values of its audience on visual,
linguistic, or emotional levels.
Moreover, modern consumers prefer to see themselves not as "standard buyers," but as
unique individuals. Personalization — the provision of individualized services — is becoming
one of the primary tools for increasing brand loyalty. The
Personalized Approach Index (PAI)
is
designed to measure this aspect by addressing whether the customer feels recognized, valued,
and considered worthy of attention by the brand.
This study conducted an applied analysis of brand experience based on the BESI model. A
mixed-method approach combining both qualitative and quantitative methodologies was
employed. Using data collected through surveys, observations, and content analysis, the
activities of two marketing agencies —
We Digital
and
MA’NO Branding Marketing
— were
analyzed across six indicators.
We Digital
is one of the lECLing digital marketing agencies in Uzbekistan, offering
services such as social media management, design, SMM strategy development, and content
creation. Their digital interaction with clients is highly interactive and rich in visual elements
that reinforce brand memory. Additionally, they actively incorporate emotional marketing
components into their advertising videos and content strategies.
MANO Branding Marketing
is an agency specializing in branding and marketing
strategies, with a strong emphasis on national values, cultural compatibility, and aesthetic design.
Their projects often resonate with clients on emotional and cultural levels and are grounded in a
personalized approach.
Volume 15 Issue 05, May 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
136
The rationale behind selecting these two agencies was to test how the BESI model performs in
the context of brands with differing strategic approaches and to identify how the indicators
impact organizations with varying styles.
Using a single approach to analyze brand experience often yields superficial results. That is why
the BESI model, through its six key indicators, enables a multifaceted and in-depth analysis of
the brand-customer relationship.
The comparative analysis reveals that both agencies prioritize different aspects in shaping brand
experience:
We Digital
primarily focuses on strengthening the brand through digital engagement and
interactive content. This is clearly reflected in their strong performance in digital
participation, brand memory, and emotional connection. However, their level of cultural
compatibility is somewhat limited — a result likely linked to their design strategy, which
aligns more closely with global trends.
MA’NO Branding Marketing
, on the other hand, places strong emphasis on aesthetic
taste and the integration of cultural values. This has led to higher scores in cultural
compatibility, emotional connection, and personalized approach indicators. Nevertheless,
they demonstrate relatively lower performance in terms of digital engagement.
The analysis based on
BESI model
shows that each indicator reveals a specific dimension
of brand experience. This model serves as an effective scientific and practical tool for thoroughly
evaluating the overall brand experience of marketing agencies. In the context of Uzbekistan,
marketing agencies can leverage the evaluation of these indicators to better refine their strategies
and establish more stable and emotionally resonant relationships with customers.
Analysis Table Based on the BESI Model
Indicator
We Digital
MA’NO Branding Marketing
Emotional Connection Level
(Indicator)
High (68%)
Very High (74%)
Digital Engagement Activity
(Indicator)
Very High
(73%)
Lower (42%)
Immersive Experience Indicator Moderately High (55%)
Moderately High (61%)
Cultural
Compatibility
Assessment
Average (49%)
Very High (86%)
Individual Approach Indicator High (64%)
High (71%)
Brand Memory Level
Strong (65–70%)
Strong (69%)
In the contemporary marketing environment, where relationships between brands and
consumers are becoming increasingly complex, traditional advertising tools and strategic
approaches alone are no longer sufficient. Especially in an era marked by digital transformation,
cultural diversification, and the growing importance of emotional connections, there is a clear
need for a model capable of systematically and multifacetedly assessing brand experience. From
this perspective, the
Brand Experience Strength Indicators (BESI)
model represents a
relevant and valuable tool for both marketing practice and academic research.
This model not only measures the imprint a brand leaves on consumer consciousness but also
Volume 15 Issue 05, May 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
137
identifies its potential to meet consumers’ emotional, digital, and cultural needs. Each of the six
BESI indicators reflects a distinct dimension of customer experience, making it a deeper, more
contextual, and emotionally richer tool compared to other existing assessment models such as the
Net Promoter Score or Customer Satisfaction Index.
The application of the BESI model in analyzing the marketing activities of
We Digital
and
MA’NO Branding Marketing
agencies demonstrated how these indicators function in real
marketing practice. Despite employing different approaches and styles, each indicator
manifested uniquely in the agencies. While
We Digital
excelled in digital engagement and
interactivity,
MA’NO
led in cultural compatibility and emotional approach, confirming the
model’s versatility and adaptability.
The practical significance of the BESI model lies in its applicability beyond branding
agencies — it can be used by product manufacturers, service providers, and even non-profit
organizations to evaluate their consumer interactions. Additionally, the model can serve as a
guiding framework for brand positioning, communication strategy revision, and enhancement of
customer experience.
Both theoretical and empirical analyses confirm that this model can be successfully applied as an
innovative approach in Uzbekistan’s marketing practice. Future prospects include conducting
broader surveys based on the BESI model, performing inter-brand comparisons across sectors,
and enriching the model with new indicators.
References
1.Schmitt, B. (1999).
Experiential Marketing: How to Get Customers to Sense, Feel, Think,
Act, and Relate to Your Company and Brands
. Free Press.
2.Kotler, P., & Keller, K. L. (2016).
Marketing Management
(15th ed.). Pearson Education.
3.Pine, B. J., & Gilmore, J. H. (1999).
The Experience Economy: Work Is Theater & Every
Business a Stage
. Harvard Business Review Press.
4.Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout
the
Customer
Journey.
Journal
of
Marketing,
80
(6),
69–96.
https://doi.org/10.1509/jm.15.0420
5.Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An
Overview of Experience Components that Co-create Value with the Customer.
European
Management Journal, 25
(5), 395–410.
6.Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption:
Consumer Fantasies, Feelings, and Fun.
Journal of Consumer Research, 9
(2), 132–140.
7.Carù, A., & Cova, B. (2003). Revisiting Consumption Experience: A More Humble but
Complete View of the Concept.
Marketing Theory, 3
(2), 267–286.
8.Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating Unique Value with Customers.
Strategy & LECLership, 32
(3), 4–9.
9.Ministry of Digital Technologies of the Republic of Uzbekistan (2024). Official data.
Retrieved from
10. Official websites, portfolios, and public interviews of
We Digital
and
MA’NO Branding
Marketing
(2024–2025).
