The power of pricing: How brands can power ahead in difficult times

Pricing power is seen in a consumer’s willingness to pay a premium for brand equity and brands with this attribute are better able to derive higher value and margins, even in a tough economy.

Almost half (48%) of consumers in Southeast Asia have changed their spending and saving habits to prepare for the recession ahead, according to Kantar data from 2022.

But here’s some good news. More than half of consumers (57%) are inclined to choose their preferred brands despite mounting pressure from inflation and shrinking budgets. In contrast, about a third (33%) say they would make their purchases based on getting the best prices.

“They continue to choose the brands and that creates value for brand owners,” said Kantar’s Managing Director for Southeast Asia, Katie McClintock, in her keynote presentation at the Kantar...

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