The WARC Guide
Our quarterly report series covering marketing’s most pressing issues.
The WARC Guide to marketing’s impact on pricing
The full deep-dive deck is exclusively available to WARC subscribers only.
This WARC Guide provides a summary of new thinking and best practice on marketing's impact on pricing, addressing:
- The link between strong brands and pricing power
- How brands gain pricing advantage
- Building a value equation
- Pricing perils: Discounts and private labels
- Tackling the price-action gap in sustainability
Contributing articles
Learning from the success of local Asian brands: The new price-to-value equation
Author Adji Saputro
Company Kantar
Cracking the value equation: Growing sales even when prices go up
Author Simon Gregory
Company BBH
The science of consumer price resiliency: How to minimise elasticity
Authors Grace Kite and Charles Cleasby
Company magic numbers
Why some brands can charge more: Five elements of premium price advantage
Author David Gutting
Company BarkleyOKRP
The role of behavioural economics in pricing and revenue growth management
Author Koen Pauwels
Company Northeastern University
Modern pricing heuristics in a cost-of-living crisis
Author Christopher Tyas
Company Impero
How the tiny sachet evolved from a format to a mindset for effective pricing
Author Naresh Gupta
Company BangInTheMiddle
What Easter 2024 showed us about the discounting trap
Author Sophie Bailey
Company Acuity Pricing
WARC Guide podcast
A podcast episode with WARC's Anna Hamill and Lena Roland, covering key themes from the WARC Guide to marketing's impact on pricing, will be available from Thursday 9th May.
