Premium Packaging: How To Create A Premium Brand

Published on Monday, Jan 19 2015

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A recent Packaging News report highlighted the fact that premiumisation has been around for several decades and is nothing revolutionary in the eyes of the mass market.
 
However, even as we enter 2015, adding a premium range remains an attractive (and profitable) endeavour for brands across a number of sectors – moreso than ever.
 
Here, Wessex Packaging share their knowledge in a two part (premium!) blog, initially on how to create a premium brand and then how to ensure premium brands are sustainable, especially at such an environmentally conscious time.
 
Premium brands have existed in the mainstream markets for decades. Take for instance, the Tesco’s Finest range launched in 1998 and the introduction of Grey Goose to the alcoholic drinks market, which became the biggest ever brand sale when Bacardi bought it in 2004.
 
Despite the recession, over the past years it has become a bigger priority for brands to emphasise their exclusivity and luxury qualities, with food packaging in particular competing directly with the supermarket’s ‘own brand’ items.
 
Globally there is also a huge opportunity for premium brands to make their mark in China and India if they can infiltrate the existing market. 

So, how do you create a premium brand?

According to Grant Montague, Vice President at PRS, the trick to positioning oneself as a superior brand is to build perceptions of high value, clearly displaying the exclusive qualities at first glance.
 
Currently consumers are seeking authenticity, sustainability and quality so these should be clearly communicated in order for the consumer to feel they are getting value for their money. Established signs of premium brands are packaging details such as a unique structure, simplicity or labelling effects such as embossing.
 
Being a premium brand is about standing out and communicating this exclusivity through packaging, which as a process itself is continually evolving with an ever-expanding range of designs as well as materials and sustainability is at the forefront of these changes.
 
It is a given that throughout the coming years brands will continue to monitor consumer tastes and capitalise on popular trends, however now premium packaging will need to go above and beyond the initial unpacking stage.
Packaging now is a fundamental part of a consumer’s product experience and overall satisfaction… so how do we make this a sustainable endeavour?

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