Using laddering to understand and leverage a brand’s equity

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Qualitative Market Research: An International Journal

ISSN: 1352-2752

Online from: 1998

Subject Area: Marketing

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Document Information:
Title:	Using laddering to understand and leverage a brand’s equity
Author(s):	Brian Wansink, (Founder and Director of the Food and Brand Lab and Jointly Appointed Professor of Marketing, Advertising and Agricultural and Consumer Economics at University of Illinois, Urbana-Champaign, Champaign, Illinois, USA)
Citation:	Brian Wansink, (2003) "Using laddering to understand and leverage a brand’s equity", Qualitative Market Research: An International Journal, Vol. 6 Iss: 2, pp.111 - 118
Keywords:	Brand equity, Leverage, Research
Article type:	Research Paper
DOI:	10.1108/13522750310470118 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	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 it satisfies. An analysis of 1,200 laddering interviews indicates that a combination of only seven basic 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.