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To Premiumize or Not to Premiumize

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Premiumization is the gold standard of contemporization strategies for legacy brands today. In this issue, we outline a premiumization agenda for legacy portfolios that is both practical and selective. Ultimately, premiumization is not a strategy suited to all legacy brands. And when it is done, it should be done carefully by understanding a brand’s symbolic context as well as the most brand-relevant premium attributes driving growth in the brand’s categories.

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