[Fred2baro]

You got a point, but a Brand is a bunch of products. You can bring the buyer in the store because of a coupon, if he comes back, it's for the service that you showed him in that store.

So the coupon is good to bring the customer closer to the place where he can listen to the message of the Brand. So you're right about the price, but the income are always coming from the relationship, in any case, you won't have a chance to build that relationship if the customer prejudges you as an expensive brand.