Positioning The Brand by Rik Riezebos & Jaap van der Grinten

Author:Rik Riezebos & Jaap van der Grinten
Language: eng
Format: epub
Publisher: Routledge

Figure 4.6 Means-End Chain (Ladder)

In practice, all six levels rarely converge in one product or brand. A straightforward example of a means–end chain for a product is a crisps brand that has added a specific flavouring to its crisps that leads people to eat less of them (see Figure 4.7). In this example, crisps with a strong taste sensation cause you to cut down on them, making eating crisps less fattening, leading to you maintaining a better figure, which eventually helps boost your self-esteem. This example shows how a brand can link its attributes to values through an associative chain of relevant meanings. The meanings people give to the different attributes are gates to the ‘heart’ of the target group, and therefore often the central focus point in the positioning of successful brands.

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