How does having a very strong brand usually affect a company's ability to set higher prices?

Having a very strong brand significantly enables a company to set higher prices, a capability often termed commanding a price premium or possessing pricing power. This occurs because a strong brand fosters several key advantages that increase customer willingness to pay. First, it creates high perceived value in the minds of customers. Perceived value is the customer's subjective assessment of the benefits of a product or service relative to its cost. Customers associate strong brands with superior quality, reliability, performance, or desirable features, making them willing to pay more for these perceived advantages, even if objective functional differences from competitors are minimal. For instance, a renowned luxury fashion brand can charge significantly more for an item of clothing than a lesser-known brand, primarily due to its perceived value and associated prestige. Second, a strong brand achieves differentiation, meaning its products or services are seen as unique and distinct from competitors. This uniqueness reduces the likelihood of customers viewing the product as a commodity, thereby lessening direct price comparison pressure and allowing the company to avoid competing solely on the lowest price. Third, it builds strong brand loyalty, which is a customer's consistent preference for a particular brand over others, even when alternatives are available. Loyal customers are less sensitive to price changes and are willing to pay a premium to continue purchasing from a brand they trust and prefer, rather than switching to a cheaper alternative. Fourth, a strong brand engenders trust and reduces perceived risk for the consumer. Customers trust that a well-established brand will consistently deliver on its promises and provide reliable products and services, reducing their apprehension about a purchase and making them willing to pay more for this assurance. Finally, some strong brands develop a deep emotional connection or serve as potent status symbols for consumers. Customers are often willing to pay higher prices for products that provide emotional satisfaction, fulfill aspirations, or signify a certain social standing. Collectively, these factors reduce price sensitivity among consumers, meaning that customer demand for the product is less affected by price increases, thereby granting the company substantial pricing power.