Pricing power: the quiet ROI of brand
Across 14 categories, premium brands sustain 12–28% higher unit prices vs. private label equivalents.
Kantar's BrandZ study tracks brand equity across thousands of brands globally. The clearest commercial signal: strong brands command price premiums consumers willingly pay, even when functionally identical alternatives sit on the same shelf.
Across 14 categories, premium brands sustained 12–28% higher unit prices than private-label equivalents. In categories where switching is easy — beverages, packaged food, personal care — the premium narrows but rarely disappears.
Pricing power is the quietest, most under-reported return on brand investment. It rarely shows up in a quarterly marketing report, but it shows up in gross margin every single quarter.
This summary is an editorial interpretation by Evolve. Please refer to the original source for the full study, methodology and attribution.