WoRD oF THe Day

PREMIUM : a high value, or a value in excess of what is normally expected; of exceptionally high quality

Brands that fall into the premium category often defy demographics such as age and income and focus more on the mindset of the client. In other words, the space between "luxury" and "mass market" is Premium. Decision are based on passion or interests, not income.

Premium Brand Examples ~ To clarify:

*Automotive: BMW, Lexus and Acura are clear examples of premium products. (Examples of luxury products: Mercedes-Benz, Jaguar and Rolls-Royce; mass-market products: Hyundai, Chevrolet and Ford)

*Retail examples in the United States: Nordstrom, Crate & Barrel and Pottery Barn are premium products. (Examples of luxury products: Tiffany, Saks Fifth Avenue and Neiman-Marcus; examples of mass-market products: Sears, Target and Wal-Mart)
Premium Products Sizzle

Simply put, these days, premium products are ''hot.'' Here are some other premium brands that appeal to a broad mix of people, not just the affluent or more seasoned consumer:
Grey Goose® vodka
Starbucks coffee
Victoria's Secret women's intimate apparel
Viking kitchen appliances

Many people are willing to spend more on products and services that are important to them in spite of their income, a concept called Trading Up.

Here are some words that help describe  premium brands:
Tasteful
Refined yet comfortable
Comfortable, reliable and dependable
Modern-day sensibilities combined with an authentic style
Romantic, nostalgic
Elegant yet unpretentious
Warm, inviting . . . authentic