New Research Methods
Using Laddering to Understand and Leverage a Brand's Equity
Summary
Understanding a brand's equity is difficult for researchers. Building on means–end theory, we describe 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 750 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.
For more information see Wansink, Brian (2003), "Using Laddering to Understand and Leverage a Brand's Equity," Qualitative Market Research, 6:2, 111–118 © 2003 Emerald Group Publishing Limited.
Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu
*The study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.
