Using Laddering to Understand and Leverage a Brand's Equity
Wansink, Brian. "Using laddering to understand and leverage a brand’s equity." Qualitative Market Research: An International Journal 6.2 (2003): 111-118.
8 Pages Posted: 2 Aug 2014
Date Written: November 2, 2003
Understanding a brand's equity is difficult for researchers. Building on means-end theory, describes a method - laddering - which has proven useful in uncovering insights related to the source and the nature of a brand's equity. Through laddering interviews a meaningful "mental map" can be developed that visually links a brand's attributes, the benefits or consequences of using it, and the personal values are at the core of most brand purchases. A number of illustrations of laddering insights and their implications for the marketing mix are given to show how laddering can help marketers understand and revitalize brand equity.
Keywords: Brand equity, Leverage, Research
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