Premium Brand Strategy

How come people invest time and money in obtaining a premium handbag, hand-wash, hotel stay, or even bottle of water or jar of salt? And that in an environment where most already have plenty of these commodities, where the internet and AI can provide a seemingly infinite choice and optimal price-for-performance option? -- Never before have we had access to as many product choices and transparency on their relative - but increasingly similar - performance. What can brands do to escape a competition focused on the 4Ps (Product, Price, Place, Promotion) and the ‘tyranny of the AI recommendation’? – How can they make themselves be sought-out, desired beyond reason - and sustain premium prices? In this course you will learn how to develop strategies that elevate brands and make them peerless and priceless in the eyes of customers. We will cover a range of industries from Luxury to Lifestyle but also Consumer Packaged Goods or even B2B. We will cover 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. Always with a focus on premiumizing the brand proposition. 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.