Reframing brand value let Duracell and Procell justify premium prices and grow share.
This paper provides a transferable playbook for effectiveness based on the Duracell Company’s strategy to justify premium prices at its Duracell and Procell brands. The essentials of this strategy, implemented across B2B and B2C, and in the UK and US, were to identify price premium barriers, re-frame brand value, and maximise attention via the use of fluent devices.
As proof of effectiveness, evidence is presented that this approach helped the Duracell brand deliver value sales growth twice that of its category average, market share uplift, and a revenue ROI of £1.72. At Procell, there were increases of 12% in revenue and 10% in market share.