Laddering is an idea association technique used in research and ideation that assumes that tangible brand/product characteristics are associated with higher-order benefits. In this technique, people are probed about a brand or product’s tangible attributes (e.g., red, beverage), then functional benefits (e.g., quenches thirst, provides nutrients), and then the emotional benefits (e.g., gives me confidence, makes me feel young). This leads ultimately to higher-order benefits (e.g., optimism, freedom). (See also “Functional Benefits” and “Emotional Benefits.”)