When we talk about digital marketing and its forms, there are countless strategies that can help us to solidly build our image as a company. Let us remember that the qualities of the brand influence consumer decision-making and for this we have the brand ladder or profit ladder. The bran ladder is basically starting to show the benefits that your client will obtain by consuming your product or service to achieve better results. Dominican Republic Email List In that sense, the idea is to offer a unique and unmatched experience to your customers. This strategy has its beginnings in 1980 when professionals and great marketing researchers such as Philip Kotler and Kevin Lane Keller, began to develop strategies, not only based on the practice of the products, but also on what would be the additional benefits that could be Obtain using other attributes of the product or brand. How does the brand ladder work?
The brand ladder is precisely responsible for connecting the properties of the product and the brand with the social and personal ties of the customer’s lifestyle. It is also divided into four steps or categories that specifically indicate them so that customers know what they are and get to know them. Attribute benefits In this first step, the unique virtues offered by the product or service that the consumer is going to acquire are defined. Functional benefits Beyond solving a basic concern or need with what the customer has just bought, it must be defined what that person will get with what they are buying. Emotional benefit This may be the most difficult step to achieve, but if we achieve that feeling of security or the 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 life of the buyer and if the brand is capable of elevating the customer within its 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 in which it develops a certain activity. Hong Kong lead As an example we could put Apple with its flagship product, its iPhone Smartphone that forever changed the way in which human beings communicate. The brand ladder will help 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 obtain real data on how the company is seen and what is the perception that customers have of it.
