Mark-Up Pricing
Definition
A pricing strategy in which a company sets its selling price by adding a fixed percentage to the cost of production or acquisition. The ability to sustain a high mark-up is often a direct reflection of intangible asset strength — particularly brand equity, product differentiation, and switching costs — and is a key indicator of competitive moat.
Complementary Terms
Concepts that frequently appear alongside Mark-Up Pricing in practice.
The rules and methods governing the pricing of transactions between related entities within a multinational group, designed to ensure that intercompany transactions reflect arm's-length prices. Transfer pricing is particularly significant for intangible assets, where the OECD Transfer Pricing Guidelines and BEPS Action 8-10 address the allocation of profits arising from intangible asset development, ownership, and exploitation across jurisdictions.
A sustainable competitive advantage that protects a business from rivals and preserves its market position over time. Moats are typically built from intangible assets: brand strength, network effects, switching costs, proprietary technology, or regulatory advantages.
The financial, operational, or psychological costs a customer incurs when changing from one product or service to another. High switching costs create customer lock-in and are a powerful intangible competitive moat, particularly in enterprise software, banking, and platform businesses.
The direct revenues and costs associated with a single unit of a business model—typically one customer, one transaction, or one product sold. Healthy unit economics (where lifetime value exceeds acquisition cost with adequate margin) are a prerequisite for sustainable growth at scale.
The computational expense of running a trained AI model to generate predictions or outputs in production. Inference costs directly impact the unit economics of AI-powered products and services, and are a key consideration in pricing, margin analysis, and the financial viability of AI deployments at scale.
The intangible value derived from a company's standing in the market, encompassing trust, credibility, thought leadership, and public perception. Reputation capital influences customer acquisition, talent attraction, partnership opportunities, and the ability to command premium pricing.
The value embedded in a company's proprietary software assets, including applications, platforms, tools, and codebases. Software capital is a major intangible asset category that drives automation, scalability, and competitive differentiation in technology-enabled businesses.
The profit margin that a hypothetical developer would expect to earn for undertaking the creation of an asset, reflecting compensation for development risk, time, and expertise. In intangible asset valuation under the cost approach, developer's profit is added to direct and indirect costs to arrive at the total cost that a market participant would incur.
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