There are two types of companies:
Always discounting
Raising prices yearly
The difference? Positioning.
Brand isn’t design.
Brand is the position you occupy in the customer’s mind.
If customers think:
“You’re the same as others.”
You compete on price.
Strong brands understand positioning:
Apple sells simplicity & innovation
Nike sells self-breakthrough
Starbucks sells the “third place”
Brand is value perception.
Avoid price wars:
Choose a niche
Define clear positioning
Amplify differentiation
Price wars happen when strategy is absent.
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