Chapter 20 Brand Premium
Measurement Need
Building a strong, well-regarded and trusted brand is often first among equals for business leaders today since significant additional measurable value can be captured and delivered by having a premier reputation. This distinction is also known as a brand premium, a concept that means customers believe the products are different and offer unique value that is relevant to their needs. When a brand’s unique value is clear and meaningful to the customer, it can typically command a premium price, versus the less-differentiated offerings from the competition. The challenge is determining what is “unique” and whether that uniqueness warrants a premium price.
Solutions
We will highlight two approaches to ...
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