Ries & Trout’s Product Ladder - Jones & Bartlett Learning

    veloped by Al Ries and Jack Trout. Illustrated in Figure 19-1, the Product Ladder consists of an outline of a human head, representing a consumer’s mind, with a ladder situated inside, representing the consumer’s rank order of brands within a particular product category. Ries and Trout developed the Product Ladder to illustrate that, given the

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