Mass brand premiumisation; a promising brand strategy?
Retail Focus
JANUARY 8, 2025
Ghalia BOUSTANI. Retail Consultant | Published author | Visiting lecturer Mass brand premiumisation has emerged as a pivotal trend in recent years, with brands striving to secure higher-value market segments while retaining their broad consumer appeal. This approach enables brands to boost profitability, elevate their image, and sustain growth in fiercely competitive markets.
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