How pricing can drive branding and profitability

Nick Wreden

Nick Wredin, author and CEO of FusionBrand, explains the importance of pricing in increasing profitability, boosting branding power and fighting off competitors.

How pricing can drive branding and profitability

Nick Wreden

Every branding book restates the cliché: 'Branding supports higher prices.' That's absolutely true. But the across-the-board statement leaves out a lot. How much higher pricing? 5%? 10%? More? What can companies do to their brands to support higher pricing? And what about worldwide brands like Tesco, Wal-Mart and others that compete on being the lowest-cost provider?

The issue of pricing becomes even more difficult during brand development. Should you go for premium pricing, and risk losing customers and market share, while opening a low-price door to competitors? Should you try to...

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