Pricing

Price strategy and maintaining price premiums

Pricing


Nigel Hollis, Warc Exclusive, July 2014

This article argues that over-reliance on price promotions kills profit and brands, and suggests some ways in which brands can build a premium price positioning.


David Mattin, Admap, July/August 2014

This article explains how brands can use 'sympathetic pricing' - flexible pricing which ease lifestyle pain points - to show they care or build on shared values.


Rong Huang, Emine Sarigöllü, International Journal of Market Research, Digital First, July 2014
Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap.

Caroline Hayter, Market Leader, Quarter 3, 2014

This article uses lessons from psychology to understand the long term impact of the last economic crisis on British consumers' habits.


Richard Moule, Market Leader, Quarter 3, 2014

This article discusses the looming crisis in UK supermarket trade promotions which are depressing sales volumes and margins.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.


Case Study

Evian Baby&Me
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes an international campaign by Evian, the bottled water, which reinforced its 'youth' brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a Super Bowl ad campaign for Tide, Procter & Gamble's laundry detergent brand, that sought to maintain leadership over competition from cheaper rivals.


Charlie Ebdy, Admap, Commended, The Admap Prize, June 2014
This essay argues that in order to survive in the digital era brand must become pragmatically political. This follows massive cultural change which has followed the rise of digital communications and hurt the global middle classes.

WARC RECOMMENDS


BEST PRACTICE

Price promotional strategy

Practical tips, strategies and reminders


RECOMMENDED CASES

Maintain price premium

Warc's pick of the most effective case studies


ARTICLE FOCUS

The art of smarter pricing

Five best practices for smart price-setting


TRENDS

Dynamic Pricing

How Big Data is fragmenting pricing models


CASE STUDY

Dixons.co.uk: Strength out of Weakness

How an online brand got its low prices noticed