Posted in Marketing and Strategy Terms, Total Reads: 9814
Definition: Brand Ladder
Brand Ladder refers to the various benefit levels which a brand provides to it consumers. Over the lifecycle of a brand, marketers project a brand so as to gain customer loyalty. The term was coined by Kevin Lane Keller, Professor who wrote the book ‘Strategic Brand Management’.
(i) Attributes: It refers to the physical features of the product like specifications. If we consider the example of a mobile phone – the attributes could be the size, weight, processor, operating system
(ii) Functional Benefits: It refers to the benefits that are rendered to the consumer by the attributes. In a mobile phone, functional benefits includes speed, memory, interface experience
(iii) Emotional Benefits: It refers to how the product/ service connect with the consumer in daily life through its usage. A mobile phone can provide different benefits for its users like gaming, messaging, browsing
A brand over its lifecycle is required to travel through these levels in order to gain a loyal customer base. Some of the most successful brands have been existing for decades because they have been able to successfully pass through the 3 levels.