Business Question
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Pricing strategy associated with services is typically more complex than the pricing of tangible goods. As a consumer, what pricing issues do you consider when purchasing services? How difficult is it to compare prices among competing services, or to determine the complete price of the service before purchase? What could service providers do to solve these issues?
Chapter 7
Compare the corporate reputation scores in Exhibit 7.2 with the brand valuations in Exhibit 7.4. Why is Apple on both lists? How has the company used good branding and positioning strategy to achieve this result? Bank of America in within the top 100 most valuable global brands, but it has a low reputation. How is it that Bank of America can have a very high brand valuation, but a very low corporate reputation score?
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