{"id":160108,"date":"2026-06-10T16:48:17","date_gmt":"2026-06-10T16:48:17","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/image-price\/"},"modified":"2026-06-10T17:58:05","modified_gmt":"2026-06-10T17:58:05","slug":"image-price","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/image-price\/","title":{"rendered":"Image price"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A retailer&#8217;s or brand&#8217;s price image represents consumers&#8217; perception of the prices offered. This concept is particularly important in the general food retail sector, where products, with the exception of private label brands, are similar, thus facilitating comparisons. Beyond the constraints related to store location, price image often guides consumers&#8217; choice of retailer. Building price image relies primarily on pricing policy, promotional activities, advertising, and marketing strategy. In the field of advertising, visual communication is a key lever for shaping this image. However, external factors can sometimes negatively impact price image. Indeed, price image does not depend solely on the prices charged, which can lead to a discrepancy between the actual pricing positioning and consumer perception. Therefore, in addition to advertising, adjusting benchmark or iconic prices can influence the perceived price image for the entire product range. Olivier Dauvers, a retail expert, highlights the importance of price image and sales per square meter. Award-winning marketing campaigns illustrate how to cultivate price image with fast-food customers, as well as through private label brands and comparative advertising. Studies, such as those conducted by Caf\u00e9 du Commerce and Nouveau Monde DDB, demonstrate how price image is constructed. Finally, rankings of major retailers based on price image reveal data from a 2008 study.<\/p>\n","protected":false},"template":"","categories-glossary":[308],"class_list":["post-160108","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/160108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=160108"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=160108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}