From Brand Positioning to Shelf Price: How to Build Consumer-Centric Pricing Strategies with Caroline Cookson

About this episode

Caroline Cookson discusses the integration of brand positioning and consumer psychology in developing effective pricing strategies.

In this episode of Pricing Heroes, we speak with Caroline Cookson, Founder of Cookson Partners and former Global Strategy and Analytics Leader at Brown-Forman. With more than 15 years of experience in finance, brand strategy, and commercial leadership, Caroline has helped shape pricing strategies for world-class spirits brands including Jack Daniel’s, Glendronach, and Gin Mare. Caroline shares how pricing can connect brand positioning, consumer psychology, and retail execution — and why fairn...

People in this episode

Host: Aaron Thomasson

Guest: Caroline Cookson

Topics covered

• consumer-centric pricing
• brand positioning
• pricing strategies
• consumer psychology
• retail execution

Keywords

• pricing strategies
• brand positioning
• consumer psychology
• retail pricing
• spirits brands

Mentioned in this episode

Organizations: Cookson Partners, Brown-Forman

Products: Jack Daniel’s, Glendronach, Gin Mare

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