PrincipleBrand Strategy
Brand building protects price by giving people a reason to buy that isn't price
Brand building advertising lowers price sensitivity by making a brand more memorable and distinct to consumers for reasons other than price. When people choose the brand for something other than its price, a price change moves demand less.
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StatStrong brand building triples the odds of a big drop in price sensitivityStatPricing power kicks in only once brand building clears a thresholdStatThe more a campaign builds the brand, the more likely it is to lift profit sharplyCaseFairy Liquid invested through the recession and came out with a wider price premiumWarningTreating a premium brand as a cash cow in a recession gives up its pricing power