{"id":1149,"date":"2021-03-16T10:36:46","date_gmt":"2021-03-16T17:36:46","guid":{"rendered":"http:\/\/themanwhosoldtheweb.com\/blog\/?p=1149"},"modified":"2021-03-16T10:36:49","modified_gmt":"2021-03-16T17:36:49","slug":"consumer-benefits-ladder-a-useful-method-to-build-a-brand","status":"publish","type":"post","link":"http:\/\/themanwhosoldtheweb.com\/blog\/2021\/03\/consumer-benefits-ladder-a-useful-method-to-build-a-brand\/","title":{"rendered":"Consumer Benefits Ladder: A Useful Method to Build a Brand"},"content":{"rendered":"\n
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Marketing<\/a>, these days, is shifting towards developing great ideas and creating customer experiences<\/a> that consumers discuss further in their circle.  The focus of the marketing effort is on building a brand image.  To supplement this organizations need to develop a culture that lives the brand.<\/p>\n\n\n\n

Top brands have been built by communicating their message to the most loyal customers who then shout it out to their friends and a chain starts making the brand a known name.  Leading brands, today, strive to win a place in the minds of their consumers.<\/p>\n\n\n\n

Building a brand necessitates a robust Marketing approach.  Prioritizing the main benefits of a product that an organization wants to concentrate on is a critical decision to build a brand.  The Consumer Benefits Ladder<\/strong><\/a> (CBL) is one such method that informs the leaders on how to position their customer benefits in their Marketing campaign.  These benefits should be those that are offered to the customers, and are not that the organization gets.  The benefits transferred to the customers bring positive outcomes for the organization as well.<\/p>\n\n\n\n

The prime focus of the Consumer Benefits Ladder is to identify the key benefits of a product.  The framework classifies consumer benefits into 4 broad types\u2014symbolized by the rungs of a ladder:<\/p>\n\n\n\n

RUNG 1 \u2013 Product Availability<\/strong><\/p>\n\n\n\n

RUNG 2 \u2013 Product Features<\/strong><\/p>\n\n\n\n

RUNG 3 \u2013 Functional Benefits<\/strong><\/p>\n\n\n\n

RUNG 4 \u2013 Emotional Benefits<\/strong><\/p>\n\n\n\n

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The Consumer Benefits Ladder functions on the principle of developing insights incrementally to build Brand Loyalty in customers.  The concept of the Consumer Benefits Ladder originates from the \u201cLaddering interview\u201d technique used in Psychology and Marketing Research.<\/p>\n\n\n\n

The Laddering technique explores an individual\u2019s inner views through a battery of interrelated queries. The responses obtained against each query are further probed more deeply.  The data gathered is refined to build insights, revealing the individual\u2019s fundamental beliefs and ethics, without the person knowing it.<\/p>\n\n\n\n

Let\u2019s dive deeper into the individual rungs of the CBL.<\/p>\n\n\n\n

RUNG 1 \u2013 Product Availability<\/strong><\/p>\n\n\n\n

The initial rung of the Consumer Benefits Ladder ensures the availability of the product in the target market.  This step of the Consumer Benefits Ladder focuses on making people understand what the product is and how they can get it.  It is a straightforward yet effective approach to Brand Building where leading organizations employing this strategy:<\/p>\n\n\n\n