If you are developing an augmented reality product like smart glasses, here is a sample brand ladder analysis that can help you.
The brand ladder is an efficient product marketing tool that helps to peel various layers i.e., aspects of the product which can then be used to build a brand marketing strategy and effectively implement it. Augmented reality glasses are a new age wearable smart device that helps to augment digital information like images, text or even video to your real surroundings via an interface like AR glasses, smartphone, the windscreen of your car to name a few.
The current level of development in augmented reality glasses allows for utility applications for various industries to gaming, entertainment and more. With this futuristic AR wearable device, where one can never be sure how the customer will respond to it, keeping in mind the unexpected pullout of google glass from the market. It is important to have consumer insight and then evaluate the attributes and benefits of your AR-enabled smart glasses and how they will create value for the customer. With the technology being a novelty and all the products being on the same level of research and development, doing a brand ladder analysis will help you create differentiation between your and your competition’s products.
Let’s consider the below marketing communication line for an AR glass and revisit it after discussing various attributes of a brand ladder –
Bringing the best in class, first-ever indigenous augmented reality glasses that will make you experience the world around you like never before!
The brand ladder was first introduced by the marketing moguls Kotler and Keller in the 1980s. Their model had three dimensions namely – attributes, functional benefits and emotional benefits. Later in 2011, keeping up with the changing world, networking and social media boom, Boston consulting group added the fourth dimension called the social benefits.
Let’s look at all the four dimensions of the brand ladder for an augmented reality smart glass.
Attributes refer to the features and specifications of your product. The features listed in the above infographic describe some of the important attributes of an AR glass. First and foremost, if you are going to wear smart glasses, they need to be able to correct your vision. Imagine how uncomfortable it would be to wear them over your prescription glasses? Lightweight, affordable price, ergonomic design and wireless internet connectivity are next in line if you expect your customer to use them for a longer duration. Technology on which glasses function as well as various applications it supports, form an important part of the AR glasses attributes.
2. Functional Benefits
Functional benefits refer to how the product attributes will be used and experienced by the end-user. When it comes to new and futuristic technologies with Augmented reality, price always forms a deciding factor on if the net can be cast wider. Aesthetic appeal, comfort, quality and performance leads to continued use of the product and advocacy. Attributes such as 6DoF enable the wider field of vision through the glasses, SLAM technology helps in position tracking of the user with respect to his surroundings, having hand and voice control along with others features help in a seamless integration of the augmented reality around your real world. Functional benefits like interactive applications, video recordings for feedback, clear display, simulation of hypothetical situations in the real world all add to the functional benefits of AR glasses.
3. Emotional Benefits
Emotional benefits refer to the feelings that a user experiences while using the product. Feelings of pride and ownership of a new age gadget are something we do expect the users to feel when they are using AR smart glasses. If these feelings are not invoked, then there is something wrong either with the product or line of communication. With technology like augmented reality, the underlying emotional benefit should be capturing user attention and having them go through an immersive experience. We all love stories, whichever form they may be in, the user should be able to feel engrossed in this new form of AR visual storytelling. Fascination, satisfaction, self-worth are some of the other emotional benefits that should be characteristic of AR glasses
4. Social Benefits
The world we today live in is highly connected. People consider admiration and approval of peer groups to drive self-worth and satisfaction. By using Augmented reality glasses as an early adopter, some of the social benefits one must experience are being labelled as a technology influencer, thought leader or subject matter expert. People perceive you as cool and having an uber-trendy lifestyle. It is also an indication of societal and economic progress.
After describing the brand ladder of Augmented reality glasses, I revisited the marketing communication line and modified it a bit. Here it goes.
Bringing the best in class, first-ever indigenous augmented reality glasses that provides immersive and interactive experience by seamlessly integrating digital dimension around your reality for enhanced productivity and entertainment.
Compare the two statements and you will see how analysis features of your own product can help you to effectively develop your brand marketing strategy and communication.