'Companies that successfully differentiate their brand from others in their category can maximise prices to what the market will bear.' (Reece et al., 2013: 34)
'The cost to produce some cosmetics is minimal, and even after adding the cost of expensive packaging and marketing, the profit is substantial.' (Reece et al., 2013: 34)
'Companies percieved to have the highest level of product or service quality, service excellence, and/or luxury create a very loyal base of customers.' (Reece et al., 2013: 34)
Unique brand positioning and effective marketing strategies reinforce their leadership position.' (Reece et al., 2013: 34)
'Consumers value quality, convenience and service on some items and they don't mind paying a premium when they perceive equitable value in return.' (Reece et al., 2013: 34)
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