You produce a big-ticket item that is different from anything else on the market, and consumers can’t seem to get enough. Your product offers an intrinsic value that people understand, appreciate, and are willing to pay for, right? Actually it’s not exactly that simple. Your product’s value is determined at least in part by its price. Consumers are willing to pay more for an item when they can see the difference, but what happens when they can’t? If you don’t have a minimum advertised price policy in place, your brand could become a commodity faster than you might think.