Brand Laddering – Gies iMSM Program

Consumer Benefits Ladder Worksheet

Emotional Benefits:
- Opportunity of career uplifting 
- Interaction with multi-cultural alumni network 
- Enable business leadership

Functional Benefits:
- Innovative  learning at any time 
 -Partnering with Coursera to provide modern learning experiences

Features:
- A leading University
- Ease of access globally
- iDegrees are affordable
- The Gies Schools is highly recognized
The Positioning Statement
“Among graduates and professionals from anywhere
in the world, Gies iMSM is the brand of innovative
online learning, that students can access from
anywhere with affordable cost and modernized
learning experience from a leading university because
of Gies' reputation, partnership with
Coursea.com, and extensive multi-cultural alumni
network.” 
Brand Laddering – Gies iMSM Program
To
1 (Target)

2 Gies iMSM is
(Category)

That is the
3 (Benefit)

That`s
4 Because
(Support Points)
Consumer Benefits Ladder

Emotional Benefits: -
- Opportunity of career uplifting 
- Interaction with multi-cultural alumni network 
- Enable business leadership

Functional Benefits: 
- Innovative  learning at any time 
 -Partnering with Coursera to provide modern learning experiences 

Features: 
- A leading University
- Ease of access globally
- iDegrees are affordable
- The Gies Schools is highly recognized
Positioning Statement

“Among graduates and professionals from anywhere in

the world, Gies iMSM is the brand of innovative online
learning, that students can access from anywhere with
affordable cost and modernized learning
experience from leading university because of Gies'
reputation, partnership with Coursea.com, and
extensive multi-cultural alumni network.”