What is brand ladder and how can you use it to build your brand?

Por Maria Cecilia/

29 June, 2022

When we talk about digital marketing, there are countless strategies that can help us to build a solid image as a company. The qualities of the brand influence the consumer’s decision making and for this we have the brand ladder or ladder of benefits.

The brand ladder is basically to start showing the benefits that your customer will get from consuming your product or service in order to achieve better results. In that sense, the idea is to offer a unique and unparalleled experience to your customers.

This strategy has its beginnings in 1980 when marketing professionals and great marketing researchers such as Philip Kotler and Kevin Lane Keller, began to develop strategies, not only based on the practice of products, but also on what additional benefits could be obtained by using other attributes of the product or brand. 





The brand ladder precisely connects product and brand properties with the social and personal links of the customer’s lifestyle. 

The brand ladder is further divided into four steps or categories that specifically point them out so that customers know what they are and are aware of them.


Attribute benefits

This first rung defines the unique virtues offered by the product or service that the consumer will purchase. 


Functional benefits       

Beyond solving a basic need or concern with what the customer has just bought, it is necessary to define what the person will obtain with what he/she is buying. 


 brand ladder


Emotional benefit

This may be the most difficult step to achieve, but if we manage to create a sense of security or an emotional connection between brand and consumer, we will achieve a unique impact that will be difficult for the customer to forget.


Transformational benefit

Here we talk about how the product or service managed to transform the buyer’s life and if the brand is able to elevate the customer within their social circle.


Social benefit

In this last step of the brand ladder we must clarify how our work or our product will be able to transform society and the way it develops a certain activity. As an example we could take Apple with its flagship product, its iPhone Smartphone that changed forever the way human beings communicate. 


The brand ladder will help to communicate a fabulous brand presence to the consumer and bring long term benefits such as customer loyalty, increased ROI and trust. 

For this strategy to be effective it is necessary to get real data on how the company is viewed and how customers perceive it.


what is the difference between being similar and being unique on the brand ladder?


The difference between being similar and being unique in the Brand Ladder lies in the way a brand positions itself in the market. When a brand chooses to be similar, it starts by being similar to existing competition, but strives to become the best in the market.


On the other hand, being unique involves highlighting and communicating attributes, benefits, values and personality that differentiate the brand from the competition, thus allowing it a distinctive place in the minds of consumers.

In short, being similar means competing on the basis of excellence, while being unique means highlighting the brand’s differences and competitive advantages.



What are the benefits of the brand ladder?


The benefits of the Brand Ladder are several and can be summarised as follows:

Helps define brand personality: Brand Ladder helps to identify the attributes, benefits, values and personality of the brand, which helps to define its personality and differentiate it from the competition.


Connect with consumers: By identifying the emotional and transformational benefits of the brand, you can connect emotionally with consumers and create a deeper and lasting relationship.

Helps communicate the value proposition: The Brand Ladder allows you to clearly and effectively communicate the brand’s value proposition, which helps you attract and retain customers.

Facilitates decision making: By having a clear hierarchy of brand attributes, benefits, values and personality, it facilitates decision-making in terms of marketing and communication strategy.


Contributes to increased ROI and trust: By communicating a strong and consistent brand presence, you can increase ROI and consumer confidence in your brand.


Recommended reading: Golden tips on how to make creative copy for social networks


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