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That's What I Call Marketing
S2. Ep. 17: Modern Marketing Dilemmas with Mary Kyriakidi
Jul 13, 2023
Mary Kyriakidi, a global thought leader at Kantar, discusses the important themes of pricing and budget pressure in the publication 'Modern Marketing Dilemmas'. Topics include the link between pricing and profitability, framing a brand in a meaningful way, and the meaningful different framework for demonstrating value.
57:20
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Quick takeaways
- A strong brand can create tolerance for higher pricing and shield price premiums, making it easier to command or defend higher prices.
- Advertising that conveys a meaningful difference in a creative and distinctive way can lead to faster brand growth and effectiveness.
Deep dives
The Power of Brand Equity in Pricing
A strong brand can create tolerance for higher pricing and shield price premiums. Brands with equity are more desirable among customers and retailers, making it easier to command or defend higher prices. Strong brands are more resilient during tough times and recover faster after a crisis. Pricing is important as it affects volume, margins, and the perception of quality. Marketers should focus on their brand as a value-producing asset and align their interests with those of the consumers.
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