Brands are defined by the economic, emotional and experiential value they provide to a consumer. If you can’t match the attributes of your brand to those requirements for value, consumers won’t buy it. Cost is a critical element.
No matter how much you spend on expensive TV commercials that the agency says will reach the most consumers and create awareness of your product the quickest, if a consumer cannot afford your product, he won’t buy it.
It doesn’t matter how much you spend positioning your product in the mind of consumers. If those consumers can’t afford your product, they won’t buy it.
Even if you manage to completely differentiate your product from other products, if a consumer can’t afford your product, he won’t buy it.