Premiumisation goes beyond pricing. Rather, it demands a strategic approach to elevate brands, products and customer experience in line with evolving consumer aspirations. This session opens with a framework that outlines a structured approach for achieving elevated positioning, followed by a panel featuring senior executives sharing insights into how they've successfully repositioned their brands and offerings to achieve a more elevated status. Learn practical tactics for enhancing product desirability, crafting aspirational messaging, and strategically aligning customer perceptions to drive higher value and sustainable growth.