Take a stand for your brand
Nigel HollisMillward Brown
To command a price premium in today's hypercompetitive marketplace, brands must not only reject discounting but must sustain a feeling of 'meaningful difference' from their competitors that consumers feel is worth seeking out. The most important finding is that both brand- and price-driven consumers pay more on average for brands they consider meaningfully different from the competition.
Kantar Worldpanel reports that the grocery market in the UK is currently growing by just 0.3% – the lowest rate since its market data was first compiled in 1993. As a result,...