| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 2 |
NO. 1 |
PAPER 2 |
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THE USE OF BENEFIT LADDERING IN BRAND POSITIONING A TOOL FOR STRATEGIC BRAND MANAGEMENT |
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| Smitha Sambrani |
| Assistant Professor, School of Business Management, VV College, Osmania University, Jambagh, Hyderabad, India |
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| Managing brands for competitive advantage has become a major challenge for brand managers all over the world today. Brands with the right positioning i.e. those that create a strong association in the minds of the target customer are the ones which have top of the mind recall, resulting in increased market share and growing revenues for the manufacturer. A contemporary tool that can be used to build a strong position based on the appeal of benefits that the brand offers its customers is Benefit Laddering. This tool has been extensively used by market researchers to understand the ladder of benefits that the customer seems to perceive from the brand. This paper attempts to apply the concept of Benefit Laddering to brand positioning as a tool for competitive advantage. Different types of laddering techniques and their applications have also been highlighted using suitable examples. |
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