Chapter 6. Price is the communication of the value of your brand

Your brand possesses an assortment of attributes and meanings. Your brand connects with your consumer in both rational and emotional ways. Your brand also provides financial value to the company. Your brand is the source of your company’s profits. Your brand’s attributes, meanings, and rational and emotional connections are sold, via the marketplace, to your customer.

When a family goes to Disney World, they are buying the park, the exhibits, the rides, the food, and the employees who ensure everything runs smoothly. They are buying entertainment. They are buying memories. They are buying an icon of childhood. They are buying being a good parent. All of this represents value to the ...

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