Why are people happy to pay $50,000 or more for a BMW instead of buying an inexpensive, high-quality, but less prestigious brand of car? Why do women choose to pay three times more but buy underwear from a famous brand? All these purchases reflect an important global trend. Consumers today are willing to pay for expensive goods and services that have emotional significance for them and provide clear benefits in quality, functionality and a sense of moral satisfaction. What economic and emotional incentives and social factors lead to such choice of goods? What advantages make an expensive product or service acceptable to the mass consumer? How can an established manufacturer create a successful, prestigious brand? In the book “Why Pay More?” A team of world-class consultants and researchers explores these questions and shows how companies have created high-value brands that retain mass appeal. The book is full of practical ideas that can be implemented by new product developers, business strategists and marketing specialists, and the “Russian” chapter at the end makes this publication truly invaluable for the Russian reader.