Marketing's impact on pricing
This article is part of a series of articles from the WARC Guide on marketing's impact on pricing. Read more
Pricing strategy plays a critical role in helping brands stay competitive. In the past, foreign brands may have relied on their “global” or “international” halo to drive price premiums, while local brands may have had to undercut because of perceptions that locally made was cheap.
By definition, a local brand would usually refer to a brand that has a presence only in a single country or market and would typically operate within that specific geographical...