Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making

This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
Cheong and Cheong


  • Practitioners should not depend on the myth that consumers exclusively consider products’ emotional values (e.g., design, colors, brands’ sign values) or functional benefits (e.g., durability). Consumers may find products’ emotional and functional benefits almost equally important and evaluate them simultaneously.
  • Companies that traditionally sold products mostly offline (e.g., electronics, furniture, cars) now must pay close attention to online retailing, because many products now are purchased electronically.
  • Consumers likely will use the Internet to search for product information when shopping for high-involvement products; they are more apt to use traditional broadcast media...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands