What is an example of benefit positioning?

A few examples are positioning by: Product attributes and benefits: Associating your brand/product with certain characteristics or with certain beneficial value. Product price: Associating your brand/product with competitive pricing. Product quality: Associating your brand/product with high quality.

What is a brand benefit ladder?

A brand benefit ladder is a marketing tool used to map out product features up to aspirational benefits in a logical, connected way. As stated in this post, communication is a key part of marketing. The brand ladder helps marketers strategically determine what messages to use in communications.

What is brand laddering technique?

Laddering involves repeatedly asking what the implication of an attribute or benefit is for the customer.” He also suggests that there is a means-end chain which takes the following structure: Attribute (descriptive features) lead to benefits (meaning attached to attributes) which leads to values (enduring personal …

Which brand uses benefit positioning strategy?

Similarly, Colgate toothpaste uses a benefit strategy with an effective message: Brush with Colgate and prevent cavities and gingivitis, a benefit promise that appeals to consumers.

What is Nike’s positioning strategy?

Nike is positioned as a premium-brand, selling well-designed and very expensive products. As same time Nike tries to lure customers with a marketing strategy centering on a brand image which is attained by distinctive logo and the advertising logo: “Just do it”.

How do you make a benefit ladder?

The framework classifies consumer benefits into 4 broad types — symbolized by the rungs of a ladder:

  1. RUNG 1 — Product Availability.
  2. RUNG 2 — Product Features.
  3. RUNG 3 — Functional Benefits.
  4. RUNG 4 — Emotional Benefits.
  5. RUNG 1 — Product Availability.
  6. RUNG 2 — Product Features.
  7. RUNG 3 — Functional Benefits.

Who created the benefit ladder model?

Introduced by Philip Kotler and Kevin Lane Keller, the traditional brand ladder included only three steps: product attributes, functional benefits of the products, and emotional benefits of using the product. The Boston Consulting Group added a fourth dimension to the model in 2011 – “Social benefits.”

What is laddering in consumer behavior?

The interviewing technique used to identify the value chains is called laddering. It is a qualitative method requiring facilitators to encourage respondents to describe in their own words why something is important to them by filling in each “rung” of the ladder, which ultimately forms the value chain.