Trading Up & Brand Strategies


Trading up: Trading up strategies are associated with the “The new Luxury” phenomenon, where customers prefer to pay more for a better quality product that offers an emotional benefit they consider important and at the same time affects the image (social status) of a particular market niche.

We will help you:

  • To create value, improve the client’s perception, prevent price erosion.
  • To increase brand value by enabling the increase of prices.
  • To encompass your products with the intangibility of the brand thereby protecting margins.
  • To brand, package, story-tell and increase brand value by intangibility.

These strategies can also be developed in other markets, such as ‘emerging strategies’ in which the luxury market is under-developed and the consumer already wants and needs brands that mean something to them.