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As I read the post from my friend, Will, I notice that Tiffany&Co were trying to find their market position by setting different price. Right now, as one of the leading jewelry company, Tiffany becomes a lot of girl’s dream jewelry, some girls want to get one Tiffany’s diamond ring when her boyfriend asks her to marry him. Clearly, Tiffany stands for high quality and luxury brand in people’s mind. However, they used to set lower their price to boom their selling, this leads to reduce their brand level in people’s mind, and let people felt it is not this hard to get it. Finally, they increase their price to rebuild their brand, and a lot of girls become their loyalty customers.

As we can see, whenever a company setting their price, they need to know how they define their position in the market. Because a company can not asking all kinds of customers to buy it, it totally depends on their income or social position. It’s more likely that Tiffany sets their brand as luxury, so, all the products relates to their logo or brand, it is mean expensive, and their customers can be distinguished than other jewelry brands.