Pricing above competition is often used to:

Pricing above competition is frequently employed to support exclusive positioning or image. This strategy aligns with the concept of premium pricing, where a business sets its prices higher than competitors in order to create a perception of luxury, quality, or exclusivity in the minds of consumers. By doing so, companies can attract a target audience that values prestige and is willing to pay more for what they perceive as superior products or services.

Focusing on premium pricing helps differentiate a brand in a crowded marketplace. This differentiation is crucial, especially when competing products may have similar features and attributes. By positioning a product as more exclusive, it can become more desirable to a certain demographic that associates higher prices with higher quality.

This strategy does not aim to gain market share in the traditional sense, as it often targets a niche or affluent segment rather than the broader market. Additionally, it is not designed to ensure the lowest price, nor does it primarily stimulate overall demand, but rather caters to those seeking a particular image or status associated with the higher price point.