Janna's Jewels are premium priced because the company wants to project an image of exclusivity, quality, and status. Its advertising states, "Not the least expensive-simply the best." Which pricing objective does the company pursue?

Question

Quizplus · Accepted Answer

The company's pricing objective is to communicate brand value by projecting an image of exclusivity, quality, and status. The advertising explicitly states that they are not the least expensive but "simply the best," indicating that they prioritize quality over affordability.

Janna's Jewels Are Premium Priced Because the Company Wants to Project