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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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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