If a person looked at your prices today and compared them to the prices of your competitors, do you feel your current prices would enhance your brand or weaken your brand. Don’t be fooled into thinking people always want the cheapest price. They don’t. They want an appropriate price. If a Mercedes-Benz salesperson told me I could walk off the lot with a brand-new Mercedes for $14,000, I wouldn’t trust him or her. That price doesn’t fit the brand. I would believe something was wrong with the car. If someone charged me $24 for a hamburger, I would question what I was doing there. Do you have the appropriate price for the value you want to be known for? Your price can endear a customer to you or make them bewildered.