Page 33 - MMR Premium - The Guide
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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
