Premium Consumer Goods
We create and develop premium consumer brands.
New brands. New products. Rebrands. Premiumisation.
Coup works across positioning, range, naming, identity, packaging and communication. We compare products, prices, brands and packs across the category before deciding how the brand should enter or move within it.
The Case For Premium Consumer Goods Branding
At the premium and luxury end of the market, people buy more than the object itself.
Research into luxury consumption shows that the associations around a brand, its heritage, values, character and the people associated with it, contribute to what ownership means to the customer. They can signal taste, identity, belonging and status.
Branding also affects what people are prepared to pay. Research has found that brand experience can increase willingness to pay through greater credibility and perceived uniqueness. Other consumer research has found uniqueness, social image and origin can contribute to price premiums beyond product quality alone.
For premium and luxury goods, branding helps determine what the product means, who it is for and what price feels credible.