How role model brands add to brand value during inflationary times

Stephanie Ouyoumjian

Examines how, even amid necessary price increases, brands can flourish.

There’s been a lot of talk about value lately. Not surprising, given that inflation has been rising faster than at any time since 1981. As of May 2022, inflation was up 8.6% for the year, and with energy accounting for most of that and war still raging in Ukraine, it’s only likely to increase in the short term.

In today’s high-stakes world, it’s understandable that many brands struggle with successfully making necessary price increases or, alternatively, try to undercut competitors by decreasing prices.

Some are even resorting to what’s being dubbed “shrinkflation,”which is all those crafty...

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