How to use pricing to enhance brands

06/13/2014 | Harvard Business Review online/HBR Blog Network

Companies can boost their brand image through pricing that consumers perceive as fair, even when that involves ancillary charges, writes Rafi Mohammed, a pricing strategy consultant. Beware of prices that appear arbitrary, Mohammed warns, as customers appreciate the ability to assess individual charges on their own merits.

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Harvard Business Review online/HBR Blog Network

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