Brand Loyalty - Branding Strategy Insider

Pricing should not be a tactic. Pricing is a strategy. Raising prices, lowering prices, then raising prices again may make sense when the end goal is growing margins and, hopefully, profitability. But these can become knee-jerk reactions. From a brand standpoint, the consequences of fluctuating prices are huge. Raising, lowering and then raising prices again may indicate that there is an organic, inherent problem with the brand’s management.