MARKETING

Homework – branding

C H O O S E O N E PA RT I C U L A R B R A N D A N D C R E AT E F O R I T B R A N D L E D D E R !

A K A S H TO M
2 11 A M B 0 1 2
 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:
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
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
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.
 EMOTIONAL BENEFIT - • Empowerment- Control over your body and
the endorphin high usually reserved for
athletes.
• Inspiring belief beyond sport- with grit,
NIKE – JUST DO IT determination and belief anyone can
overcome their challenges to achieve their
goal.
• Sense of achievement and ability to do
anything.

FUNCTIONAL BENEFIT - • Make it easier to run when they want and

smash their PBs.
• Can build endless creations.
• Run longer and faster.

• High technical performance.

TECHNICAL BENEFIT - • Symbol of status and a cool accessory.
• High quality and innovation profiled brand