Marketing
Marketing drives business effects by manipulating the value and presence of a brand.
Value is a function of perceived utility relative to price.
"Marketing produces much stronger business results in high-consideration categories" — Effectiveness in Context
"For value brands, marketing communications mainly work to deliver high volume. At the top end, they reduce price sensitivity, and so support higher prices and margins." — Effectiveness in Context
"Marcoms are most effective in new, fast-growing categories... Advertising becomes less efficient as categories mature" — Effectiveness in Context