Not sure what that means?
The “Value-D” study measures how much consumers desire a brand vs. how expensive that brand is perceived to be. Or, as Marketing Magazine put it:
“Brands that are widely in demand and seen as affordable score best, while low desire or high perceived price can drive the overall ‘Value-D’ score down.” MillardBrown discovered that even in our (post-) recession world, price is not nearly as significant a factor as brand strength.
“On average only 7 percent of consumers buy on price alone, but 81 percent regard brand as an important reason to purchase,” the study said.
Does that surprise anyone?