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A strong brand can command a premium price from "summary" of The Brand Gap by Marty Neumeier
A powerful brand possesses the ability to influence consumer behavior in a way that allows it to charge more for its products or services. This phenomenon is not a result of magic or luck, but rather a strategic approach to branding that creates a strong emotional connection with the target audience. When consumers feel a deep affinity towards a brand, they are more willing to pay a premium price because they believe in the value it offers. This value goes beyond the physical attributes of a product or service; it is about the intangible benefits that a brand provides. These benefits can include a sense of identity, status, or belonging that reson...
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