According to Keller (2013), a brand is in the form of a name, a term, a sign, a symbol, 'a design or combination thereof to distinguish goods and services. sellers of their competitors. Brand equity is defined in many ways. Brand equity is known as the marketing results that increase the profitability of a product with its brand name compared to a product without a brand name (Anselmsson, Johansson, & Persson, 2007). The benefit of brand equity can be seen in the performance of the brand in the market. One of the indicators for achieving brand equity is the adoption of a price premium. By measuring brand equity in terms of preferences, quality and satisfaction through price premiums, companies and individuals can benefit from strong power. The price premium is measured by how much consumers are willing to pay for a particular brand compared to an unbranded product. In this research, the importance of brand price is taken into account. In the world of branded products, why is the consumer willing to pay a higher price for a particular product? Brand-specific value is the reason why a consumer is willing to pay a premium (Buchanan and Gilles, 1990). Most of the time, this is a consumer more sensitive to uncertainty about the quality of products available on the market. Uncertainty allows the consumer to pay a higher price to obtain a strong brand in order to avoid unwanted risks. For example, Rolex is often charged a higher price because it is known for its performance and reliability (Rolex, 2014). A consumer is willing to pay a higher price for a watch that has established itself as a strong brand over years of production and good reviews from other consumers, compared to the risk of trying new brands that might not not be up to par.... ... middle of paper......rgines because brand extension is one of the perceived attributes. In conclusion, understanding branding can give a higher level of control over pricing and demand for the product. Branding pricing is therefore an excellent way to increase the profitability of a business. The consumer's reluctance to take risks by purchasing an unknown brand encourages them to pay a higher price to avoid uncertainty. The positioning of a product forms an image which is used to command a higher price. There are different ways of building a brand where increasing the price of the brand can be achieved through the relationship between the market, the uniqueness of a product, and the quality and value of the product. The relationship established between the consumer and the brand. When a brand is well established, it is easier to be able to charge higher prices for branded products..