Chapter 6Price and Image—The Communicators

Price is what you pay. Value is what you get.

Warren Buffett

I want Virgin to be as well known around the world as Coca-Cola.

Sir Richard Branson

Price and image express value to potential customers. Just as a traffic light indicates go, slow, or stop, price and image communicates higher quality or economy class. Marketers use these two components of the value proposition to signal value for their products or services, differentiate their offerings from competitors, or shift customer demand.

Priceline ...

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