How to optimise price setting **amid geopolitical changes?**

Brand power equals price power. That’s why it’s crucial to understand how strong your brand is before making pricing decisions, especially in times of economic uncertainty. It reflects how well your brand delivers on what customers value and are willing to pay for, from quality and innovation to service or standout design.

Our research shows that products with high brand power are up to three times more price resilient By mapping brand strength against actual price, you can quickly see whether you’re over- or underdelivering. If you're overdelivering, there may be room to adjust your pricing. If not, focus on strengthening your brand first.

Premiumisation is about raising the perceived value of your offer so that customers are willing to pay more for it. It’s not limited to luxury goods. Brands like Oatly or Dove show that even everyday essentials can be positioned as premium. There’s no single path to premiumisation.

Brands can increase perceived value through product innovation, an enhanced customer experience, more refined messaging or a well-crafted pricing strategy. Premium pricing only works when the perceived value supports it. Discovering what drives value in your market is therefore essential.

Price is important, but it’s rarely the top reason why people buy. Our research consistently shows that factors like quality, design, service, or trust often outrank price when it comes to customer decisions. Understanding exactly what drives choices in your market is essential if you want to stand out and justify a premium price. This is where research makes all the difference. By uncovering what truly matters to your customers, you’ll gain the insights you need to shape your strategy and build lasting value in your market.