Premium Brand Strategy

Why might someone invest time and pay a premium for a handbag, a hand-wash, a hotel stay or a jar of salt? And that in an environment where the internets long tail gives us seemingly infinite choices and algorithms serve up the optimal price-for-performance option? Rapid technological development seems to make the marketplace more ‘perfect.’ Never before have we had access to as many product choices and transparency on their relative - but increasingly similar - performance. What can brand owners do if they want to escape competition focused on the 4Ps (Product, Price, Place, Promotion) and the ‘tyranny of the Amazon recommendation algorithm’? – How can a brand make itself be sought out, desired beyond reason - and even sustain a premium price? In this course you will learn how to develop strategies that help elevate brands to make them peerless and priceless in the eyes of customers. We will cover a broad range of industries - not only (or even mostly) Luxury or Lifestyle brands but also Consumer Packaged Goods or B2B - and the brand management areas of consumer understanding, identity development and strategic aspects of execution. We will also touch on aspects of product design, communications, experiential marketing, and growth strategies. Industry- and business analysis, brand financials or marketing plan development are out of scope but might be referenced to point out aspects that impact the success of premium brands.