Pricing and Brand Strategy
American Marketing Association
Pricing sometimes is considered in isolation from the rest of marketing—for example, as part of the revenue management function—and it may appear that pricing managers can go about their business of finding the “right” price to charge with no regard to the rest of marketing strategy, but experience proves otherwise. Pricing is the marketing lever with the most immediate and direct business impact. Management decisions to change prices translate into revenue and profit. Pricing also is closely tied to the other elements of brand strategy.