Using Laddering to Understand and Leverage a Brand's Equity

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