PRECIFICAÇÃO E VALOR: UM ESTUDO SOBRE A INFLUÊNCIA DA FORÇA DAS MARCAS ∗ PRICING AND VALUE: A STUDY ON THE INFLUENCE OF THE BRANDS STRENGTH

This study aims to assess the relationship between two variables: price and strength of brand. The pricing, while marketing variable, makes the consumer has other associations with the product, beyond the simple vision of cost of acquisition. Therefore, the application of prices should focus on maximizing the benefits of such associations in view the results of the company. It has been that the higher prices of products or services are consequences of strategies of differentiation, is highlighting those that increase the strength of the brand. The research analyzed prices data collected of 51 categories of products and of the strength of brand for five brands in each category. The objective was to examine the associations between the prices charged and the strength of brands. The statistical tests of chi-square and ( ) ∑ ∑ = = − =