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Google’s John Mueller was asked if “unlinked brand mentions” were important in Google’s algorithm. It was apparent from John’s response that “brand mentions” is probably not a real thing in Google’s algorithm, but he also said that there may be value to site visitors who encounter them.

Brand Mentions

There is a longstanding idea in the SEO community that Google uses mentions of a website as a form of link.

The unlinked URL idea subsequently evolved into the idea that if a website mentions another site’s brand name,  that Google will also count that as a link. This is the “brand mentions” idea.

But there was never any evidence of that until around 2012 when Google published a patent called Ranking Search Results.

The patent was several pages long and buried deep in the middle of it was the mention of an “implied link” being used as a type of link, which was different from an “express link” which is described as a traditional hyperlink.

The phrase “implied links” only occurs a couple times in this one paragraph.

Google’s John Mueller Discussing Unlinked Brand Mentions

Two Main Ranking Factors Discussed in the Patent

To understand what the authors meant by an implied link you have to scroll up the page back to a section labeled “Background” where the authors explain what the patent is actually about.

These are the two most important factors discussed in the patent:

The authors explain they are using independent links to a website as  part of the ranking process. They call the site being linked to a”target resource.”

The authors also say that they are ranking search results by using search queries that contain a reference to a website, what they again call a “target resource.”

The patent explains without ambiguity that this second type of link is a search query that uses a brand name, what the SEO industry calls Branded Search Queries.

Where the patent makes a reference to a “group of resources,” it is referring to a group of web pages.

A resource is a web page or a website.

A group of resources is a group of web pages or websites.

One more time:

When the patent mentions a “resource” it’s talking about web pages or websites.

The patent states:

“A query can be classified as referring to a particular resource if the query includes a term that is recognized by the system as referring to the particular resource.

For example, a term that refers to a resource may be all of or a portion of a resource identifier, e.g., the URL, for the resource.

The above explanation defines what the authors call “reference queries.”

A reference query is what the SEO community refers to as branded search queries.

A branded search query is a search someone performs on Google using a keyword plus the brand name, the domain of a website or even a URL, which is exactly what the patent defines as reference queries.

What the algorithm described in the patent does with those “reference queries” (branded search queries) is to use them like links.

The algorithm generates what’s called a “modification factor” which modifies (re-ranks) the search results according to this additional data.

The additional data is:

1. A re-count of inbound links using only “independent” links (links not associated with the site being ranked.)

2. Reference queries (branded search queries) are used as a type of link.

Here is what the patent states:

“The system generates a modification factor for the group of resources from the count of independent links and the count of reference queries…”

What the patent is doing is it is filtering out some hyperlinks in order to only use independent links and also to use branded search queries as another type of link,  what can be defined as an implied link.

How the Idea of Brand Mentions Was Born

Some in the SEO community took one paragraph out of context in order to build their “brand mentions” idea.

The paragraph begins by talking about using independent links for ranking search results, just as is described in the background section of the patent.

“The system determines a count of independent links for the group (step 302).

A link for a group of resources is an incoming link to a resource in the group, i.e., a link having a resource in the group as its target.”

The above statement matches exactly what the entire patent talks about, independent links.

The next section is the part about “implied links” that has confused the search industry for the past ten years.

Two things to note in order to more easily understand what is written:

 A “source resource” is the source of a link, the page that is linking out.

A “target resource” is what is being linked to (and ranked).

This is what the patent says:

“Links for the group can include express links, implied links, or both.

An express link, e.g., a hyperlink, is a link that is included in a source resource that a user can follow to navigate to a target resource.

An implied link is a reference to a target resource, e.g., a citation to the target resource, which is included in a source resource but is not an express link to the target resource.

Thus, a resource in the group can be the target of an implied link without a user being able to navigate to the resource by following the implied link.”

The key to what an “implied link” is contained in the very first mention of the phrase, implied link.

Here it is again, with my emphasis:

“An implied link is a reference to a target resource…”

Clearly, the use of the words “reference” is the second part of what the patent talks about, reference queries.

The patent talks about reference queries (aka branded search queries) from the beginning to the end.

In retrospect it was a mistake for some in the SEO industry to build an entire theory about brand mentions from a single paragraph that was removed from the context of the entire patent.

It’s clear that “implied links” are not about brand mentions.

But that’s background information on how “brand mentions” was popularized.

John Mueller on Unlinked Brand Mentions and Google’s Algorithm

Question About Unlinked Brand Mentions

The question about brand mentions had a lot of background information to unpack. So thanks for sticking around for that because knowing it is helpful to understanding the question and John Mueller’s answer.

Here is the question that was asked:

“In some articles I see people are speaking about unlinked brand mention.

I want to know your opinion in this case.

Do you think it’s also important for algorithm, unlinked brand mention?”

Are Brand Mentions Important to Google’s Algorithm?

The concept of “brand mentions” appeared to be  unclear to John Mueller.

So Mueller, asked a follow up question:

“How do you mean, “brand mentions?”

The person asking the question elaborated on what he meant:

“It’s like another website and article speaking about my website brand, but it doesn’t link to me.”

John Mueller answered:

“I don’t know.

I think that’s kind of tricky because we don’t really know what the context is there.

I mean, I don’t think it’s a bad thing, just for users.

Because if they can find your website through that mention, then that’s always a good thing.

But I wouldn’t assume that there’s like some… I don’t know… SEO factor that is trying to figure out where someone is mentioning your website name.”

Brand Mentions Are Not an SEO Factor

John Mueller confirmed that brand mentions are not a search engine optimization factor.

Given that the foundation of the “brand mentions” idea is built on one paragraph of a patent that’s been taken out of context, I would hope the SEO community will set aside the idea that “brand mentions” are an SEO factor.

Mueller did say that brand mentions can be useful for helping users become aware of a website. And I agree that’s a good way to think about brand mentions as a way to get the word out about a website.

But brand mentions are not an SEO factor.

Just Because it’s in a Patent Doesn’t Mean it’s in Use

One last note about the patent that mentions “reference queries.”

It’s important to understand that something isn’t necessarily in use by Google just because it appears in a patent or a research paper.

Google could be using it or maybe not. Another consideration is that this is an older patent and Google’s search algorithm is constantly changing.

Citations Read the Patent from 2012

Ranking Search Results

Watch Google’s John Mueller Answer About Brand Mentions

Watch at 12:01 minute mark:

You're reading Are Brand Mentions Important To Google’s Algorithm?

Your Guide To Google’s Exact Match Domain Algorithm Update

The EMD, or Exact Match Domain update, was a 2012 Google algorithm update that targeted exactly what it is named: exact match domain names.

The intent behind this update was not to target exact match domain names exclusively, but to target sites with the following combination of spammy tactics: exact match domains that were also poor quality sites with thin content.

There were really no other nicknames for this update. It went by the EMD update, or Exact Match Domain update.

The major weakness that these websites had was the fact that SEOs would buy domains with exact match keyword phrases, build a site out, but have extremely thin content with little to no value on them. It was extremely easy to do. So easy, in fact, that it was almost like taking candy from a baby in terms of easy SEO wins.

Before the update happened, Google’s Matt Cutts warned the industry that this was going to be a focus of a future update in a webmaster video published on March 7, 2011.

Dr. Pete Meyers at Moz published an article just prior to the release of the EMD update, asking whether EMDs were in decline. His accompanying data showed a sharp decrease in the influence that exact match domains had on actual rankings.

Cutts announced the EMD update on Twitter on September 28, 2012:

Industry Reactions & Discussions

Here are some industry reactions (for more, check out this thread on WebmasterWorld.

It makes me wonder what they mean by “Low Quality”.

-The second is not a quality site but not terrible. It is a two word keyword phrase .org without dashes. I could see it not being on page one based on it’s content, but there is no reason for it to be outside of the top 100. It is not that bad.

The EMD Update Was to be Run Periodically

Danny Sullivan at SearchEngineLand wrote that Google confirmed that the EMD algorithm is going to be run periodically, so that those that have been hit stay filtered or have a chance to escape the filter. This is also in place so that Google can catch what they may have missed during the last update.

Spammy Sites & Thin Content Were Big Hits

The goal of this update was to target spammy sites and sites with significant amounts of thin content providing little value beyond exact match words in the domain. Sites with stronger brand recognition and high quality content were less likely to be hit.

What If You Were Hit By the EMD Update?

If you were hit by the update, and you wanted to recover, the general consensus of the proper plan of attack was very similar to Panda:

You would want to get rid of and/or improve the poor quality content. Please note: Google has officially recommended that improving poor quality content is mostly the best solution, as opposed to removing low quality pages entirely.

A link profile audit would be beneficial to identify spammy inbound links that had low trust signals, and engage in a link remediation/removal campaign to remove them.

Then, revising your routine to add new custom, amazing content to your site every day.

And finally: engage in an SEO link acquisition campaign to increase your website’s trust and authority. After the removal of the bad links, continued acquisition would be necessary.

Was There a Pattern to Sites Hit By This Update?

Dr. Pete at Moz released a detailed study on this update. Based on his measurements of who got hit, approximately 41 EMDs fell out of the top 10, with a net change of about 36 domains after 5 new EMDs entered the top 10). One example site that fell out of the top 10 had an exact match domain. While it wasn’t exactly a spammy site, it was a fairly decent site whose only crime was choosing a keyword rich domain over the branded domain.

The majority of sites in the mix did seem to have more signals that communicated lower quality – things like low-authority, spammy link acquisition, aggressive keyword use, etc. – and they appeared to be ranking just because of the fact that they had an EMD.

There was no clear pattern discernible by Dr. Pete’s data, and thus most SEOs were forced to assume that multiple factors not identified publicly by Google were being weighed by them.

EMD Update Case Studies

In August 2024, Mark Preston published a case study that tracked the effectiveness of exact match domains and local SEO. The study was inconclusive, but results seemed to point towards at least some effectiveness of exact match domains remaining today.

This case study in late 2014 examined the effectiveness of exact match domains.

Result: It is the quality that matters. If you use an exact match domain, make sure to build out the site with quality content and quality link acquisition. Focus on the major sustainable quality factors that will help you build a successful site, and you should not incur a penalty or other negative action as a result of your efforts. These factors are: quality, uniqueness, authority, relevance, and trust.

Updates From Google Since 2012

Do Exact Match Domains Help or Hurt Google Rankings? John Mueller Weighs In.

Lingering Myths & Misconceptions About the EMD Update

Despite Google’s public stance about the EMD update closing the exact match domain name optimization loophole, some misconceptions remain that buying exact match domains actually works.

Well, it does, to a point.

When purchasing an exact match domain, most webmasters today have good intentions. They have higher quality standards when it comes to building websites. They’ve learned from their mistakes, and there won’t always be situations where these sites are built just for the sake of the EMD.

This author believes that the situation where you have a real gray hat SEO going after exact match domains with gusto is something that is extremely rare nowadays. The filter has been in place, (almost) everyone learned from their mistakes, and most (if not all) webmasters want to stay on Google’s good side. This author thinks that there is less of a misconception nowadays than there used to be.

The biggest misconception back then was that Google was going after all exact match domains. They had in fact stated they were going after low-quality exact match domains, so not all exact match domains were affected negatively by this update. It is important to define the distinction here, because this misconception still continues to linger.

How Did the EMD Update Change SEO?

Even back in 2012, using exact match domains was never a valid technique per Google’s webmaster guidelines. It was considered gray hat, because you were technically manipulating the search results even though it was never clearly black hat.

Because of the prevalence of the technique at that time, Google felt it was necessary to close this loophole.

There were many issues that Panda attempted to solve when it came to sites with low quality content. But, when it came to exact match domains, Panda was not doing much of a great job.

The arrival of the EMD update meant that SEOs could not just purchase a site with exact-match domains, build out some low quality content, and let it sit there and call it a day.

This update meant that SEO was about to get more complex, not quite as easy, and everyone knew that easy ranking wins for clients were over. Now, it would be necessary to plan out everything: on-page SEO, content marketing, link acquisition, everything. It would not be as simple as building out a site instantly and seeing almost immediate rankings benefits.

Resources & Further Reading on Google’s EMD Update

What Are Proxies For? 8 Important Reasons To Use Proxies

8 Reasons Why You Should Use Proxies

You probably already know that a proxy is an intermediate server in computer networks that acts as an intermediary between the target resource and the user. It allows the user to make indirect requests and receive responses from other network services. Do you think that proxies are only necessary to ensure anonymity and security of personal information? Well, there is a lot more to it than that! Thanks to today’s article, you will understand: proxies can be useful for almost everyone, in different situations.  

Proxy connection benefits

Next, our readers will find technical literacy – important information for anyone who cares about performance, Internet security, and control over the work of their employees on the Web.  

Anonymity and protection

The intermediary function allows

Maintaining high speeds for convenience in online games and when watching movies

One of the purposes of proxies is to increase the speed of request processing. Proxies save traffic by storing a copy of the data in local storage so that you can download that information faster the next time. With increased efficiency and performance, you can play online games without worrying about slowdowns and high pings. Proxies also help you watch YouTube videos and movies on media resources without buffering obstacles or annoying disconnections from your ISP.  

Hiding your real location

Proxies are useful if you are away and don’t want your relatives, colleagues, bosses, or potential thieves to know about them. All you need to do is to select and connect proxies located in your country.  

Restrictions and controls for company executives

Quality proxies are a must-have for businessmen. The use of this tool opens a lot of new possibilities: Access control. You can always block access to social networks and messengers if you want to increase the efficiency of your employees. Traffic balancing. With a proxy, you have the ability to rebalance requests to the server to eliminate restarts and ensure the uninterrupted functioning of the site on the client side. This way, you’ll not only increase conversion rates but also improve your site’s ranking through behavioral factors. Test new features and performance. Once the proxy is connected, the manager of the company will be able to view the performance of the features through the eyes of the customers. In addition, you can check the loading speed of the official site for users from different countries, to test the performance of the Internet resource in conditions of high load. Competitive intelligence. Thanks to the proxy, data collection will not raise suspicions, which will allow you to avoid blocking your IP address. Besides, you can easily send requests from the addresses of needed countries or regions. Brand protection. Proxies can help you in the fight against counterfeiting. All you need is a proxy of the same country as the counterfeit site. Once you’ve identified the fraudsters, you can make a legal claim against them.  

Free to watch TV in other countries

Modern users are able to watch most of the world’s TV channels on the Internet, including the BBC, Discovery Channel. However, there are restrictions, according to which the viewer must be in the same country as the TV channel. You’ll need proxies to get around this convention.  

Saving money on VOIP and Skype calls

Many people consider IP telephony to be a more convenient and profitable option in comparison with usual long-distance phone calls. If you choose a paid service, the cost of this type of communication may depend on your location. Thus, using a proxy will give you instant access to cheaper local calls.  

SMM and SEO-promotion

Professional promotion of a business or a blog in social networks usually involves the use of additional software and mass actions that contradict the established limits. Do you wish to actively promote your accounts without fear of being pessimized or blocked by the system? Then make sure you enable the proxy. This way, you’ll have access to a lot of activities in social networks, a safe setup of delayed posting, and maintenance of multiple pages simultaneously without the need to enter captchas. Proxies are also useful for SEO monitoring, such as website traffic analysis, SEO text monitoring, external link auditing, technical analysis, and semantic analysis. The benefits of using proxies for search engine optimization:

guarantee of anonymity;

high-speed thanks to caching;

parsing without the risk of blocking;

rapid detection of errors in the delivery of content in different regions;

bypassing restrictions associated with massive requests.

Access to restricted resources How not to make a mistake when choosing a proxy

First of all, let’s understand the classification of proxies. They can be public (free) or private (paid). When you connect a public proxy there is a great risk that your personal data will be compromised, besides, free proxies can be on the black list of many sites. You do not want to use them because of their instability, frequent crashes as a result of reboots, and possible IP blocking. Public proxies are only good for short-term use, for example, testing. It is better to buy quality private proxies from a direct proxy provider


Proxies can be useful in a wide range of situations: they can help to avoid eavesdropping, control traffic, bypass local and regional restrictions. In addition, they are useful in competitive intelligence, SEO analysis, and promotion of accounts in social networks.

Why Mobile Apps Are Important For Your Business?

It is well known to all of us that to increase the audience base, every business aims, brand popularity, sales, and revenue generation. To help businesses spot multiple growth opportunities and generate lofty revenues a mobile application is capable of doing all these in a single shot. Today, by leaps and bounds, there has been tremendous growth in the usage of smartphones.

To attain the daily needs, be it a taxi booking, shopping, online ticket purchasing, and so on, people use their mobile devices.

Why Mobile Apps are Important for your Business? Improve Accessibility

As far as connecting with the target audience on different platforms simultaneously, earlier businesses used to encounter challenges. To make it possible, thankfully we now have mobile applications to facilitate the same. To grant ample exposure on multiple platforms simultaneously, mobile apps are second to none.

Regardless of any location and by means of a push, notification entrepreneurs will be able to send various promotional offers on a large scale.

To have a grasp of the latest offers, it convinces customers to make use of the app and will prompt them to purchase the products if by any means a deal matches their requirements.

Loyal Customers Make the Brand Presence Felt

As shown by the latest studies, a person on an average spends 2 to 3 hours per day on his/her mobile phone. While doing so, they continuously make a note of the brand logo, images and so on that apps include.

Also read: What Is Gaming In Metaverse? 7 Best Metaverse Games To Try (#1 is played by millions of YouTubers)

Improve Customer Service

The success of any business will hugely depend on expeditious customer services. Without delivering world-class customer service, it will be quite difficult to enhance your sales irrespective of how good your products and services are. In addition to boosting your product sales and business visibility, a mobile app could also enhance your customer service.

Every time users access the app, it ensures the same presentation of products and services. Irrespective of which page the customer’s access, they can go through the same interface.

Customers Details Gathering

Into mobile apps, a mobile app development company integrates the right data analytics tools. Explore the customer’s activities during their interaction with the mobile application it assists the entrepreneurs substantially.

For entrepreneurs to gather vital details about customer preferences, behavior, etc accessing details about customer’s activities during interaction with the app will go a long way. Creating a goal-driven business strategy, it helps them.

To earn hefty revenues, they can create more effective online marketing campaigns to boost the sales of their products and services based on the available data.

Marketing Tool

To help your business get ahead of competitors, mobile apps acts as a fantastic marketing tool. Through pamphlets, brochures, and the same option, it prevents entrepreneurs from using the traditional mediums of marketing.

A mobile app is capable of doing a lot of things quite efficiently, be it providing information about new launches, offers, discounts, booking, newsfeed, or the related thing. More and more, as a great marketing tool, push notification is the most sought-after feature that raised the likeness for mobile apps.

Also read: 11 best ways to Improve Personal Development and Self-Growth and its Benefit on our Life


For every business be it a startup, enterprise, or an established market player, a mobile application has become necessary. Well, you are now expected to have a clear understanding of the importance and benefits of mobile apps for any business. mobile app development company after going through the above points.

So, you are far behind your competitors if you are yet to plan to develop a mobile app for your business. Hence to beat the competition and stay ahead of your competitors, it’s necessary to plan it now.

Google’s John Mueller Explains How Canonical Urls Are Chosen

In the latest instalment of the #AskGoogleWebmasters video series, John Mueller tackles the topic of how Google chooses canonical URLs.

Here is the specific question that was submitted:

“You can indicate your preference to Google using these techniques, but Google may choose a different page as canonical than you do, for various reasons. So, what are the reasons? Thanks!”

In response, Mueller says its common for websites to have multiple, unique URLs that lead to the same content. For example, there’s WWW and non-WWW versions of a URL.

Another common configuration is when the homepage is accessible as index.html, or when upper and lowercase characters in URLs lead to the same pages.

Ideally there should not be any alternate versions of URLs, but that rarely happens. So Google chooses canonical URLs to display in search results based on two general guidelines:

Which URL does it look like the site wants Google to use?

Which version of the URL would be most useful to searchers?

Site owners can indicate their preferred canonical URLs to Google by following the guidelines in the next section.

How to Tell Google Which Canonical URL You Prefer

Site owners can send signals telling Google which URL they prefer. The more consistent the signals are, the more likely Google will choose the site’s preferred URL.

Those signals are as follows:

Link rel canonical annotation that matches throughout the site


Internal linking using the preferred URL format

Preferred URLs in the sitemap file

Mueller adds that Google has a preference for HTTPS URLs over HTTP URLs, and also tends to choose “nicer-looking” URLs as canonical.

The key takeaway here is, if you have a strong preference regarding which version of a URL gets chosen in search results then make sure to use it consistently.

The more consistent the site is, the more likely Google will use the site’s preferred canonical URL.

What Happens if Google Chooses a Different URL?

A preferred URL is just that – a preference. Mueller says there is no negative impact on rankings if Google chooses a different canonical URL than what you would prefer to have chosen. It’s also fine to have no preference at all.

When it comes to canonical URLs, consistency is key. But don’t lose sleep if you put all the right signals in place and Google still chooses a different version of the URL as canonical.

10 Wrong Pricing Strategies That Are Costing Your Brand Money

blog / Strategy and Innovation 10 Wrong Pricing Strategies That are Costing Your Brand Money

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Whether we are making a high-value purchase, such as a car, or picking a T-shirt off the rack, we always look for the price tag — the most natural human buying behavior. Thus, it goes without saying that pricing a product or service correctly is one of the most important factors that determine its success or failure. However, we inhabit a world where laissez faire economies rule. There are many types of pricing strategy, but nothing is set in stone to determine the right price for a product or service.

A pricing strategy is based on factors like supply and demand, the perceived value of a product or service, revenue goals, marketing objectives, target audience, brand positioning, and product attributes. The trick is to figure out the right mix of factors to consider for a particular use case.

Often, despite their best efforts, marketers fail to do this resulting in iconic pricing errors. For instance, Tata Motors — one of India’s biggest automotive brands that also owns Jaguar — launched the Nano car as “the cheapest car you can get,” with the hope that it would replace bikes. It was meant to fit the budget of a lower-middle class family. However, Nano did not work in the market in the long run because, in India, a car is a status symbol, and people did not want to buy a car that was so obviously targeted at lower income groups. It just wasn’t “aspirational enough.”

This was an error in reading the cultural context. Here are 10 such common errors in pricing strategy with a few examples to help you understand better:

#1: Predatory pricing strategy that is solely practiced to wipe out the competition

Predatory pricing is one of the oldest pricing methods in the game. It essentially involves pricing your products below the competition, sometimes at a loss, to deny market access to any other players. This kind of pricing is illegal in many countries, but allegations of predatory pricing are difficult to prove. The notorious predatory pricing case by Airtel against Reliance Jio in the Indian telecom industry should ring some bells.

Why does this happen?

Usually, market leaders with deep pockets practice this method to shut down their competition and capture the market completely. However, competitive pricing is a much better and more ethical route to take in the long run. Disrupting the market can have its own set of challenges for the future.

#2: Looking at short-term targets vs. long-term profitability

If you are pricing your product/service on the basis of next quarter’s sales targets, and not the profitability of the organization, then you are making this grievous mistake in pricing methods. You are essentially not looking beyond your nose. Many organizations are prone to this mistake because their sales and marketing teams are under pressure to achieve targets. This kind of pricing mistake is characterized by untimely discounts or sales when products are already underpriced.

Why does this happen?

Mid-sized organizations or new organizations that are looking to expand are most likely to fall prey to this kind of pricing strategy errors. It’s vital to understand that if you undervalue your own offerings, so will the consumer.

#3: Underestimating the competition’s ability to react your pricing strategy

Looking at the competitor’s pricing is a great place to begin when setting a price, right? While you can undercut your competitors, they can undercut you too. The competition is not a stagnant force; it is dynamic and subject to the same market forces that govern you. The error here is to assume that your pricing strategy will not be met with a reaction. Any organization, irrespective of size or turnover, is a candidate for this error in pricing methods.

#4: Choosing an over-complicated pricing model

Consumers don’t like hidden costs. It makes them feel like they have been taken for a ride, and it affects their relationship with the brand. Transparency is the best policy when it comes to pricing — the cleaner your cost break-up is, the more effective your sales will be. For instance, if you are selling a modular kitchen, don’t forget to mention the demolition charges for the existing kitchen. Surprising your clients is never a good idea.

Why does this happen?

Organizations that have a high-value product or service usually try to mask the price of their offerings by providing a complicated cost structure. The important thing to remember here is that you must be able to justify the cost of an offering based on its value. If it is a great product like an Apple phone, consumers will buy it despite the high price.

#5: Not trying out multiple price points across segments

It is true that a brand must target the relevant audience. However, it’s unwise to target different segments with a flat price. Most successful products have a range of offerings with varied price points.

Many brands fail to explore different price points to target different segments of the market. This is an error in pricing methods that can cost organizations a large portion of market share. For instance, if an UberGo costs you the same as an UberSUV, then you will be confused as the end user about what ride you should book.

Why does this happen?

Organizations that have niche offerings are often skeptical to diversify their products and explore different price points within a range.

#6: Not considering the customer’s value proposition in pricing strategy

It is not enough to price your offering as per cost or your assumption of its value. You cannot miss out on what the customer perceives to be the value of your offering. To be fair to marketers, the perceived value of a product/service may not coincide with its actual value. However, one must know the pulse of the customers to avoid costly pricing mistakes. There is no better example than the Netflix price surge debacle to illustrate this point.

Why does this happen?

Large and profitable organizations that grow overconfident about the value of their offerings tend to make this pricing error.

#7: Having the same pricing strategy across product lines

There are many different types of pricing strategies. Some products are priced based on the cost of production while others for their exclusivity. There is no glove here that fits every hand. Hence, applying the same pricing strategy to different product lines is a recipe for disaster. For instance, you cannot price a fast fashion brand in the same way you price a couture fashion label.

Why does this happen?

Brands that have multiple product lines or have newly ventured into a particular product line often make this pricing mistake.

#8: Not streamlining internal processes that affect the price

It is an unsaid rule in the market that the cost of producing a product cannot be more than its price. This is simply because the organization will, in that case, incur a loss. However, the cost of a product can sometimes shoot up due to lags within the production system. For instance, if you have a broken supply chain that is bleeding capital, you cannot make the end user pay for it.

#9: Having prices that are not dynamic Why does this happen?

Organizations that opt for sticky prices and have a traditional outlook to pricing make the mistake of not reacting quickly enough to the market.

#10: Not understanding the cultural context of pricing Why does this happen?

Organizations that venture into new geographies without sufficient market research are prone to such pricing strategy errors.

Pricing is a very sensitive part of product development and launch. There is no tangible way to measure its impact, but it can be the factor that makes or breaks your business. Organizations must opt for unique pricing strategies. However, you can break the rules when you know them well. A solid understanding of pricing is imperative for senior executives in any organization. Columbia Business School’s program for Pricing Methodologies is a great online course to get your basics right.

Emeritus is proud to partner with Columbia Business School and other top universities to offer high-quality online sales and marketing courses.

By Anwesha Barari

Write to [email protected] with your feedback.

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