Before a brand or service can become ‘premium’ or ‘luxury,’ the question has to be asked whether the underlying business can support premium positioning. This is answered by identifying the assets that justify the transition and then bridging the gap between the actual value and the perceived value using branding interventions. From there, you can re-establish your value proposition as premium.
This case study explores that relationship within a luxury nail service brand.
If you’re looking to define or change your value proposition, click here for guidance and support.