The Impact of Pricing on Brand Equity and Market Positioning
The Impact of Pricing on Brand Equity and Market Positioning

Author(s): Taulant Kullolli
Subject(s): Economy, National Economy, Business Economy / Management, Financial Markets, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: pricing; brand equity; market positioning; pricing strategies; consumer perceptions; brand awareness
Summary/Abstract: This paper examines the influence of pricing strategies on brand equity and market positioning in the context of modern business. Pricing decisions play a crucial role in shaping consumer perceptions, brand equity, and market outcomes. The study investigates the relationship between pricing strategies and brand equity, exploring how pricing affects consumer perceptions of value and the positioning of a brand in the marketplace. It also examines the mediating role of brand awareness in the relationship between pricing and market positioning. The research is based on a comprehensive literature review and empirical analysis of relevant data.

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