I tested increasing prices without touching anything else and it resulted in significant revenue increase but I hit a local maximum as the segmenting was off and value communication needed to be improved. The right branding with the wrong pricing can actually hurt so it's extremely important to get both pricing and value messaging (including the qualitative stuff) right.
The brand and the price are not separate entities. The brand is the entity and the price is a property of the brand. If you change the price you modify the brand, but if you change the brand you completely change the price.
