Brand: Your first defence against rising prices

Simon Atherley and Lindsay Gorton-Lee

As inflation creeps ever-higher, businesses need to understand the critical role that brand plays in justifying price.

This article was originally published by Kantar here, and is published with permission.

It’s not news to say that brands play a fundamental role in business success by generating demand. What’s less front and centre of the debate is the critical role brands play in justifying price.

A pricing storm is brewing due to current conditions: global supply chain issues, labour shortages and rising material and energy costs. If ever there was a time to batten down the hatches to protect the bottom line it is now. Strong brands are a key defence strategy. They help...

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