How Can Premiumization Help Brands to Solve Marketing Challenges? - Part 2

17 Nov 2015|Added Value China

Click here to read Part 1 and Part 3.

If brands can develop a true understanding of what premiumization means they will be able to effectively take things to a new level, communicating desire through new and unique expressions that really resonate with consumers.

Cultural strategy plays a key role in this respect. The ability to understand wider cultural issues that impact public opinion and consumer perception is vital to having more effective brand communications. Semiotics is a highly specialized area that helps brands resonate with consumers more effectively in new ways. Qualitative and quantitative research can provide one point of view but when combined with a semiotics-based methodology this will have a much more powerful impact. Instead of solely looking at the consumer perspective, semiotics examines everything in culture and what might impact the brand perception helping to maintain and cultivate unique brand equity across different cultural contexts, tap into deeper cultural expectations and better react to socio-economic developments around them.

  • Firstly, discover the definitional and emergent cultural trends around premiumization
  • Secondly, deep dive into branding communications to identify emergent communications trends (codes) that correspond to the broader cultural trends proving their freshness and cultural dynamism
  • Thirdly, discover new ways to premiumize that are clear, relevant and differentiating helping your brand to stand out from the crowd

Written by Panos Dimitropoulos, Account Director of Cultural Insight, and Sam Woollard, Client Development Director, with support from the Added Value China team.

The main cultural trends underlining luxury and hence the way premiumization is being emergently understood are evolving in China. If you are interested to learn more about the emergent trends of premiumization in China and how your brand can make an impact, please contact us.

Image source: Thinkstock

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