How to grow via premiumisation

July 2019


Welcome to Admap July 2019

July 2019: How to grow via premiumisation

Catherine Driscoll, commissioning editor for WARC Knowledge, introduces the theme of Admap July 2019: How to grow via premiumisation.

This issue of Admap focuses on all aspects of premiumisation, from the different ways to execute a premiumisation strategy to how to handle pricing and promotions.

Catherine runs through the expert authors contributing to this issue, headed by John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl of the Ehrenberg-Bass Institute.

Quick read

How to grow via premiumisation: Admap summary deck

Click here to read the summary deck

A quick PDF-based guide to premiumisation:

  • What it is and why it's important
  • The changing nature of premium
  • Different ways to execute a premiumisation strategy

Feature articles

Premiumisation strategy as a way to grow

Authors John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl
Company Ehrenberg-Bass Institute, University of South Australia

The art of premiumisation: Stop guessing, start innovating

Author Joanna Parman
Company Nielsen

Why it’s hard to reposition a brand

Author Peter Matthews
Company Nucleus

The new rules of luxury and premium branding

Authors Vicky Bullen and Elayne Read
Company Coley Porter Bell

Shifting signifiers of premium, and how brands can adapt

Author Alex Gordon
Company Sign Salad

How to be premium in an age of high expectations

Author Andy Wardlaw
Company MMR Research

China’s premium strategy

Author Doreen Wang
Company Kantar

Premiumisation: An Asian norm

Author Dave McCaughan
Company Bibliosexual

The redefinition of affluence in an evolving Middle East

Author Tahaab Rais
Company FP7 McCann MENAT

Opinion: How to build a premium brand – deliver satisfaction, not happiness

Author John Kenny
Company FCB Chicago

On premiumisation: The paradox of Amazon vs luxury experiences

Author Dr. Martina Olbertova
Company Meaning.Global

Themes from previous months


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