Understanding Pricing Power

When a company has following attributes

1. Easily pass on increases in costs to customers without having volume declines
2. Strong brands and customer loyalty allowing company to charge premium price over competitors
   1. Pricing power is when you can sell $120 phones(manufacturing cost) to people at $650 just because you are Apple
   2. Making/marketing a product that is so loved by customers that they find ‘value’ even at increased prices
3. The ability to increase the prices of your product without losing market share to competition
4. Ability to price ahead of inflation
5. When elasticity of demand of your product is not price sensitive

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