In marketing the strength of a brand allows the seller to charge a premium price for a premium product. Generally speaking the premium is the the result of goodwill with the consumer be it real or imagined on their part. For example, most people cannot tell the difference in beer without the label but none the less very loyal to the brand. This must be the case with OSU Cowboy football fans that are asked to pony up for a price increase for a team that went 4-7 last year season although have the first three games against the likes of Missouri State, Arkansas State, and Florida Atlantic will create the perception that things are off to a great start.
In actuality, the home game against the Oklahoma Sooners is most likely the premium product being sold here (to the OU fans) and surplus Baylor tickets may be a great bargain.