Proposes the concept of “An exclusive Value Principle” as an explanation for the attainment of brandexclusivity. Argues that positioning a brand carefully with prestige pricing approach reinforces a positive, even exclusive, brand image in the mind of the customer. Presents relationships between an exclusive value, market price, margin, risk, and firm value. Identifies 17 marketing strategy alternatives for achieving favourable high‐price positioning.
Groth, J.C. and McDaniel, S.W. (1993), "The exclusive value principle: the basis for prestige racing", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 10-16. https://doi.org/10.1108/07363769310026539
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