Basis for brand triangle

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The foundation for the brand triangle is based in the Means-end theory.

The foundation for the brand triangle is based in the Means-end theory. In short,
the characteristics defining a brand, the means, have consequences, or outcomes,
for the individual and these reinforce the persons values, or the ends. By using
the laddering approach, executives can increase their brand. Using the method among
stakeholders, to the extent that there are similar opinions between executives and
stakeholders can be evaluated. The significance of this theory can be appreciated
from the case in point of the Co-operative Bank.

There is little separation between the UK retail banks and the Co-operative Bank.
The Co-operative Bank has the same corporate tradition of communal interests. It
clad itself against economic downfall by only investing in companies and countries
that had the same ethical principles. There is nothing wrong with this attribute;
it is directly linked to the rational functional value of responsibility. Being
responsible sequentially is linked to the emotional value of concern, or caring.
With the brand development process, a low number of other distinguishing characteristics
could be acknowledged and through laddering, directly associated to functional and
emotional values were defined. By consideration of two or three ladders comprising
the brand triangle, managers devise the brand promise. With the case of the Co-operative
Bank, this allows customers to have greater control over their money, for them to
use for themselves and others.

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