Shifting signifiers of premium, and how brands can adapt

Looks at how brands can align themselves with the new cultural rendering of “premium-ness”.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Premiumisation is a strategy that has been used by brands across many categories – from travel to grocery – to differentiate themselves as consumer expectations increase
  • This is particularly true of brands in Western markets. In contrast, brands in the Middle East and East Asia are still benefiting from the buoyant economies and high consumer consumption
  • Due to widespread premiumisation strategies in the West, consumers have grown used to the idea of “accessible luxury” – and old...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands