Brand Resonance Ladder: Purpose
This model is used to identify the steps that are necessary to move a consumer from being just aware of a brand to eventually becoming an advocate for the brand. It is therefore most useful to help determine the detailed strategies that are required to influence consumers to grow closer to the brand and organization in question.
If behavior and attitudes have been established, which relate to the consumers’ position on the ladder, the model can also be used to predict buying behavior and potential movements in market share.
Brand Resonance Ladder: Structure and Description
In addition to the concept of brand resonance, Keller postulated the brand resonance ladder. Under this concept, ...
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