Marketing improves pricing power
Customers buy based on value. And value for the customer is based on the ratio between the benefits that a product or service is perceived to offer and the price that the customer is being asked to pay, as compared to whatever reference is in the mind of the customer. The single most powerful measure of brand equity is whether the customer views the brand as “worth paying for” or “offers good value for money”.
Marketing delivers cost efficiencies
This is typically a harder financial argument for marketers to prove, because it focuses on value that results from the business being aligned around a clear and compelling brand positioning. The impact of this alignment is seen externally (the same media spend produces higher sales response; the business achieves higher overall awareness and social engagement) and internally (employee hiring and retention is improved; suppliers seem more eager to work with thebusiness)
