"Price Is Maximized Through Differentiation.
Differentiation is the most critical issue when it comes to brand building and pricing power. You maximize your pricing power by offering something unique. Over time you maintain pricing power by creating a brand that stands out as unique in the mind of the customer. They pay more because of the uniqueness.
You know you're different when people tell you that you are. If people never tell you you're different, then you're not different enough.
Your brand is the embodiment of your unique ideals. Marketers call that a Unique Selling Proposition, or a USP. You need one.
Having a USP that customers understand and respect gives you a powerful brand in the minds of customers, and that creates their willingness to pay a premium price
So un-branded doll clothing is a commodity. Un-branded anything is a commodity.
And the #1 attribute of a commodity is that it is not unique.
The second attribute of a commodity is that the only thing that can possibly be unique is the purchase price. Therefore, people use the price to compete.
You don’t want to be in that space – not in the doll-clothing marketplace – or any other type of product or service. You need a Unique Selling Proposition so that you can compete on something other than price.
That means prospective customers don’t care whom they buy from in a commodity market. When that happens – pricing power vanishes."
Trechos retirados de "Craft Pricing Power - 12 Proven Pricing Principles For Small Business Marketers" de By Jason G. Miles