Brand Ladder

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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’.


The Brand Ladder consists of the 3 levels:


(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.

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