As inflation creeps ever-higher, businesses need to understand the critical role that brand plays in justifying price. Mapping brand equity vs. current price helps to identify whether the brand’s price point is a risk or an opportunity in the current climate, write Kantar’s Simon Atherley and Lindsay Gorton-Lee.

Why it matters 

A pricing storm is brewing due to current conditions: global supply chain issues, labour shortages, and rising material and energy costs. Pricing pressures will affect all brands in the category, but some brands are better placed than others to support their price.

Brands also need to avoid a ‘discount...