Don't look and compare with other company and pricing, charge base on your own research and understanding of availability. If every furniture price is base on ikea you will tie down your rate with over amount of work that you will never be able to finish.

This field isn't really regulated at all, your focus is to deliver quality work for the price you demand. If you are afraid you might set the price too high or too low then go on fiverr open your own account and set your price there, base on your price you will know roughly one month how many customer at what price and once you find a sweet spot you can then set that as your base for charging locals. Any client asking for a lowball price is just asking for college su*kers to do immigrant work, skip those kind of client.

One thing I learn from local customer is generally for those who don't care about brand want it as cheap as possible, those who ask for anything extra have that intention to ask something more for less and big company will bully you whenever they can.

A key note is to never give or pass your stock work (from photoshop) to your client even if they tell you they normally get a copy of the psd file. Because that is the only legal binding of your work identifying that you are the creator, and if they have a copy of that before any agreement made they can sue you claiming you somehow stole a copy of their work. Only pass JPEG and watermark them if they are just samples and not the final product.

My advice is never afraid to ask for a price deem decent, if your client say "but the other guy quote me 10% of your cost only" then ask him to give that project to the other guy, because at the end of the day if its true that someone willing to accept at that price its their time spend, not yours. I personally would give a fair bid of warning to those that approach me with those kind of talk, which is telling them that I would charge x3 the price I ask for if he comes back with the same project.

My rate is personalized base on my current net work of customers.

Work that isn't register as brand range 300 - 500

Work that require registration usually starts with 3k -8k.

If you are working on a company's brand I suggest you research on the law and requirement for digital as well as business registration rule and how they work first. Otherwise if you made something that clash with existing market brand you will have a mess on your hands.

If they have paid for the full rights including your workflow of course you have to hand them over, if they only want a picture or a poster out from your work from a jpeg file of course they are only getting jpeg files and not your psd file.

Just think of it like art. If you paint and make one its your original main copy. That's expensive base on your fame and worth. If you take picture of your paintings and print them to sell that is cheap, because that's a copy of your original, not the original.

PSD = original work
JPEG = your printed work

You can't let client who insist on getting your psd files to get away paying jpeg price. You have to state that very clear from the beginning to make sure they understand what they are paying for.

If you play with fiverr you will know, most of them have 3 tiers of payment, each tier offer different package, and majority of them don't give you psd or AI file on basic. They are mostly given if you pay premium.

You can if you want to, just remember, when they own your psd files they can use them to modify however they want. If you are generous and your design is simple and not complex you could just past them as good will. Just remember that once its fully own by them you have no rights to claim anything from them. And if you are a freelance not working with a company that means if they decide to pass them to school kids to manipulate your work to prolong the usage will effectively eliminate their need to seek you for any future project.