What Makes a Premium Product or Brand? by Justin Tsui
What Makes a Premium Product or Brand? By Justin Tsui
Justin Tsui is strategic innovation consultant specialized in holistic product design, brand strategy and digital marketing solutions. With 15+ years professional experience working with MNC consultancies and companies, Justin worked in wide range of projects in various industries like FMCG, Retail Marketing, Telecommunication, Licensing, Electronics, and Public Space Design. Justin have developed many products and brands with proven success. Justin has the privilege to worked with some of the brands & companies including P&G, Tide, Ariel, AT&T, VTech, Chicco, Kappa, 7-Eleven, Disney, Hello Kitty
I was often asked – what make a product premium and different from the low cost products . There is no single answer for this, as there are many different ways to develop premium product, and most importantly, the premium-ness is a value perception related to the social-cultural context, as well as the beholder’s education and taste.
The designer’s ability to understand the conscious and sub-conscious consumer values within the context defines the final appeal and perceived value of a product. Premium product or brand is highly dependent on the product quality and craftsmanship, as well as supporting Brand image and story-tellings in marketing communication.
Not to mention, the retail experience & service is another critical element to resonate and reinforce the consumer values.
Many companies fail to understand the importance of consistence and holistic brand experiences in developing new premium product or brand, which often narrowly focus on only 1 or 2 elements of the values chains that confuse consumers on the others: inconsistence kills brand!
Product Design gives the Premium Blood!
Going back to product design, premiumness are subtle manipulations of social-cultural context relevant elements and craftsmanship quality.
One distinct expectation of premium product and brand is in its perceived quality.
Justin Tsui is strategic innovation consultant specialized in holistic product design, brand strategy and digital marketing solutions. With 15+ years professional experience working with MNC consultancies and companies, Justin worked in wide range of projects in various industries like FMCG, Retail Marketing, Telecommunication, Licensing, Electronics, and Public Space Design. Justin have developed many products and brands with proven success. Justin has the privilege to worked with some of the brands & companies including P&G, Tide, Ariel, AT&T, VTech, Chicco, Kappa, 7-Eleven, Disney, Hello Kitty
I was often asked – what make a product premium and different from the low cost products . There is no single answer for this, as there are many different ways to develop premium product, and most importantly, the premium-ness is a value perception related to the social-cultural context, as well as the beholder’s education and taste.
The designer’s ability to understand the conscious and sub-conscious consumer values within the context defines the final appeal and perceived value of a product. Premium product or brand is highly dependent on the product quality and craftsmanship, as well as supporting Brand image and story-tellings in marketing communication.
Not to mention, the retail experience & service is another critical element to resonate and reinforce the consumer values.
Many companies fail to understand the importance of consistence and holistic brand experiences in developing new premium product or brand, which often narrowly focus on only 1 or 2 elements of the values chains that confuse consumers on the others: inconsistence kills brand!
Product Design gives the Premium Blood!
Going back to product design, premiumness are subtle manipulations of social-cultural context relevant elements and craftsmanship quality.
One distinct expectation of premium product and brand is in its perceived quality.