Benefits Hierarchy

The Benefits Hierarchy articulates the most important brand benefits and shows how they relate to specific product or service  attributes and features, organizational capabilities and supporting services. Most important, it illustrates what these benefits mean to the customer’s personal and business goals

Why it matters:

  • Provides the foundation for the value proposition
  • Shows how marketers connect products and services to customer needs meaningfully
  • Helps organization maintain its focus on what really matters to customers
  • Provides a larger, more relevant context for communications