Brand Equity: What's Price Got to Do with it?
Gordon Pincott
Perceptions about a brand's values, personality, and heritage all factor into consumer sentiment toward a brand. Typically, price is seen as something separate and distinct from other elements of brand equity, a factor that consumers weigh against their feelings about a brand.
But really, a brand's price is just as important and integral to a brand's equity as any other association. Price is a source of meaning and identity for a brand, not a separate countervailing factor.
However, considering many traditional marketing practices, it is not difficult to...