Brand Loyalty Ladder

Keller et al, (2011) identifies that brand loyalty is often measured in a behavioural sense through repeat purchases. The brand ladder consists of 3 levels:

1. Attributes

Refers to the physical features of the product.

• The size, weight, style and appearance.

2. Functional Benefits.

The products rendered to the consumers.

• The smell of the products included and the quality of the products.

3. Emotional Benefits.

How they can connect to consumers.

• How the consumers react when using the products.

For brand loyalty to work the brand needs to go through to an Advocate.

Figure 1. Brand Ladder  (Riezebos, 2002)

 

By Helen Thompson

References:

Keller, K. L., Aperia, T. and Georgson, M. (2011) Strategic Brand Management: A European Perspective. Harlow, England : New York: Financial Times Prentice Hall

Riezebos, H. J. (2002) Brand Management: A Theoretical and Practical Approach. Harlow: Financial Times Prentice Hall