Chapter 6Price and Image—The Communicators
Price is what you pay. Value is what you get.
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.