Macomere: Branding Agency
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How much an item costs is as much a part of its brand and positioning as its design and advertising. Price is perhaps the least glamorous element of branding, but it is one of the most crucial because it's the price that really indicates what strength a brand has.

A brand is what allows a product to rise above "parity" pricing and commodity status; to be sold for more than an equivalent product that lacks the brand. If a customer is considering only the price when buying a product, then the item is a commodity. If a customer is buying because of other factorsdesign, quality, features, ease of use, glamour, pleasant associations, a recommendation, personal memories and is willing to pay more because of them, then the brand is working. The more a seller can charge, and still have customers clamoring for the product, the stronger the economic value of the brand.

Price setting is often the domain of corporate marketing departments. This is because pricing is widely recognized as an integral part of a brand strategy. Firms don't just charge what they need to recover costs of production, nor do they charge "whatever they can get for it," although both of
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