Of course brand positioning allows companies to charge more for a product. Look at companies like Gucci that can charge more for a watch simply by putting a letter G on it, or Apple can charge more for a notebook computer, or any major consumer product company can up the price of a product. There are many people who recognize a brand and pay more for it.

People will pay more for a bottle of water that says Fiji on it, than a bottle of water that says Evian, simply because they believe the brand is superior. People will pay more for a BMW or a Mercedes than an Infiniti, simply because companies position the brand. Some people ignore a brand, but there are always going to be people who buy for the brand, love the status of a product, and they will be sold by a brand.

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