Premium

A brand is considered premium

only when we believe it is worth

the price

The premium brand is built upon specific tangible and intangible attributes that give it a sense worth:

Mysterious – It draws us in deeper and reveals more to us over time. We are intrigued to learn its back story.

Rare – It represents a discerning choice, intriguing because it is uncommon.

Sensual – It arouses our senses and feels indulgent. It is an experience. We want to touch it; we enjoy looking at it.

Confident – It projects a feeling of intrinsic worth.

Authentic – It knows its «true north» and remains

committed to this ideal.

Quality – It is consistent and shows obsessive attention to detail.

- Wikibranding.