According to Keller (2013), a brand comes in the form of a name, term, sign, symbol or design or combination thereof to distinguish sellers' goods and services from their competitors. Brand value is defined in many ways. Brand equity is known as the marketing results that increase the profitability of the product with its brand compared to the unbranded product (Anselmsson, Johansson, & Persson, 2007). The benefit of brand equity can be seen in the performance of the brand in the market arena. One of the indicators to achieve brand value is through the implementation of price premium. Measuring brand value in terms of preferences, quality and satisfaction through price premium can provide strong power to companies and individuals. The price premium is measured by the amount consumers are willing to pay for a particular brand compared to an unbranded product. In this research, the importance of brand price is taken into consideration. In the world of branded products, why is the consumer willing to pay a premium for a particular product? Brand-specific value is the reason why a consumer is willing to pay extra (Buchanan and Gilles, 1990). In most cases, this is a consumer who is more sensitive to uncertainty about the quality of the product available on the market. Uncertainty allows the consumer to pay a premium price to obtain a strong brand and avoid unwanted risks. For example, Rolex is often charged a premium because it is famous for its performance and reliability (Rolex, 2014). A consumer is willing to pay a higher price for a watch that has established itself as a strong brand over years of production and good reviews from other consumers than the risk of trying new brands that may not measure up .... .. middle of paper ......gins because brand extension is a part of the perceived attributes. Ultimately, understanding your brand can provide a higher level of control over your product's pricing and demand. Therefore, brand pricing is a great way to increase a company's profitability. Consumer reluctance to take risks in purchasing an unfamiliar brand encourages them to pay a premium to avoid uncertainty. A product's positioning forms an image that is used to command a premium price. There are various ways of branding in which a brand price increase can be achieved through the relationship between the market, the uniqueness of a product, the quality and value of the product. The relationship that forms between consumer and brand. When a brand is well established, the ability to charge a premium price for name-brand products is an easier move.