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Priced to Sell

Should your product's price point be its major selling point, too?

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This story appears in the February 2006 issue of Entrepreneur. Subscribe »

Whether your product occupies the lowest-priced rack or thehighest-priced stratosphere, the number on the tag says a lot aboutyour . It can even be part of your branding--your companysells the cheapest wine or the most expensive shoes, forexample--and you market yourself based on that fact. But how do yougo about your company as, say, the $10 superstar?

First, choose your price structure with as much care as youwrite a , says Robert Manasier, brand director for InFocus , a branded business development company in StonyPoint, . "You can use [price] to enhance or create thebrand," he says. Still, make sure you take production costsinto account to ensure profitability.

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