premium tools
Premium Brand IndexSM
Whether a commodity or luxury, premium brands simply don’t differentiate on price; they articulate other things that are important to their target and build their brand value with positions other than “We’re cheaper than they are.” Sure, even consumers with affluence like to save money, but brands that want to be premium can erode their equity by playing the pricing game too much.
The Premium Brand Index is a proprietary measurement designed to objectively gauge the premium strength of a brand. We have gathered and measured data on nearly 5,000 brands across hundreds of categories as well as the consumers who buy these brands. We understand people’s mindset as they consider purchase decisions, and we analyze that data in comparison with their ability or inability to pay a premium price for the characteristics that matter most to them.
Once we understand a brand’s propensity to attract customers with the means and mindset to buy, we dig into the actual purchase behavior of those consumers to reveal opportunities a brand may be missing. The final phase of this study compares your brand to other brands in non-competing categories that have similar attractiveness to your target. The end result is a novel perspective on your brand’s appeal to consumers and a detailed outline of marketing opportunities that are low-hanging fruit.
