Brand Equity: What's Price Got to Do with it?

Perceptions about a brand's values, personality, and heritage all factor into consumer sentiment toward a brand.

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...

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