People Buy Brand (Not Just Product)
21 May 2026 · 0 min
0:26
In this brief commentary, Jacqueline Snyder explains that a product’s retail price reflects more than its material cost. She argues that consumers pay for a brand’s positioning, meaning, and perceived value, using a Chanel handbag as an example of a product priced far above its production cost. Snyder cautions entrepreneurs not to limit their pricing assumptions, emphasizing that brand perception can justify higher prices even if the cost basis is modest.
