Ringling Brothers charges $125 for premium seats at Madison Square Garden while Big Apple Circus charges $50 for nearly identical seats in the same venue. Brand familiarity creates a perception of safety that lets Ringling command the higher price.
Familiar means safe, and Ringling Brothers, as a result, can charge a premium. For Madison Square Garden, the main venue where Ringling Brothers performs, they get $125 for the premium ticket. Big Apple Circus, the number two competitor for the exact same seats, the exact same venue and the almost identical performance can, at the most, get $50 a.
Ticket.
