The WARC Guide to marketing’s impact on pricing

This WARC Guide provides a summary of new thinking and best practice on marketing's impact on pricing.
  • Positive brand equity drives sales, increases profit-margin per customer, builds loyalty, and grows market share.
  • According to 2024 GWI data, there is a clear motivation from shoppers to wait for discounts or to find the best price, especially in Europe and North America, which have seen higher inflation in recent years.
  • Reported ROI typically captures direct sales but can miss indirect or long-term effects of advertising; including indirect effects such as pricing power and distribution boosts the business case for investment.
  • Sustainable products are struggling to cut through due to higher prices: brands should consider propositions that make sustainable choices...

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