The brand ladder (or benefits ladder) specifies “levels” of value to the customer. It is a framework used as a guide for product planning and brand communication strategizing.
The traditional brand ladder has foundational attributes, mid-level functional benefits, and high-level emotional benefits. Delivering on emotional benefits is ideal because a brand that connects at this level has a strong relationship with consumers.
In 2011, the Boston Consulting Group suggested a fourth dimension: social benefit.
« Back to Glossary Index
