Premium

The author (a pricing expert) dives into the things that make premium products truly premium. You can't just declare it, you have to signal it through the elements that make up the bulk of the book: Status, Style, and Safety.

There's very little direct pricing tactics (other than don't use tricky $999 type prices), and instead is focused on the high level strategy. I found each section helped make brands I've seen make sense, especially regarding status.

The author sent me a copy of his book, but I'd have enjoyed it as much if I'd paid for it.