How Brand Investment Can Increase Price Elasticity

Brands that have invested over time do tend to have more more of a buffer against price sensitivity than those that haven't. There's a there's a study that Dr Grace Kite for magic numbers has produced, which shows how brand investment over time allows brands to charge a higher price premium and gives them more of that sort of buffer as prices as of input prices rise. And we can hear a little bit from Dr Grace KITE on that research now.