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Brand Premiumization
The process of repositioning a brand to target higher-income segments by emphasizing superior quality, heritage, or exclusivity, often as part of a global expansion strategy.
Implications
The strategy of elevating a brand�s perceived value to justify higher prices, often through improved quality, exclusive experiences, or luxury positioning.
Example
Example: A beverage company engages in brand premiumization by introducing a higher-end product line with premium ingredients and sophisticated packaging.
Related Terms
Different from discount strategies, premiumization focuses on creating a high-end perception to command higher prices and margins.
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