Brand Value & Pricing - Branding Strategy Insider

Brands send powerful messages through how they price. Price can be influential in portraying a brand as affordable and ‘on the side of the customer’, or exclusive and just for the few. It can generate responses ranging from the thrill of a bargain to the indignation of a price tag that seems far too steep. Explore brand value and pricing strategies on Branding Strategy Insider.
Why Price And Quality Are Weaker Differentiators

Value is comprised of four key elements: price, quality, service and convenience. Getting value from a product or service has traditionally meant some level of compromise. If I want the lowest price, I sacrifice quality. If I want the most convenient option, I need to pay a bit more. However, the modern consumer—equipped with more options, tools and resources than any consumer before—has grown accustomed to a marketplace that assures them they don’t have to...

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