Another factor in building a high-quality perception is having a high price. Rolex, Häagen-Dazs, Mercedes-Benz, Rolls-Royce, Montblanc, Dom Pérignon, Chivas Regal, Absolut, Jack Daniel’s, and Ritz-Carlton are all brands that benefit from their high price. High price is a benefit to customers. It allows the affluent customer to obtain psychic satisfaction from the public purchase and consumption of a high-end brand.
