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randed products selected by                        This revealed the importance of
               consumers as most premium
      Bin their respective categories  Genuine


               were profiled against                              Credible
               carefully devised criteria                                                   So what does this mean?
                                                                  Trustworthy               Premium products signal realness
                                                                                            and they achieve this by being
                                                                                            bold, honest and unafraid to be
                                                                  Confident                 distinct from the competition.



                                                                  as desirable associations for Premium brands.


                                                                           ur powerful data set reveals today’s
                                                                           drivers of Premium. We believe

                                                                           brands must exhaustively search for
                                                                  sensory nuances that have the power to
                                                                  communicate equities such as ‘genuine’.
                                                                  This is where time and energy must be

                                                                  spent.         “


                                                                                             Trish Green
                                                                            Qual Research Director, MMR


         Figure 4: Average strength of association of the most premium brands
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