“Your premium brand had better be delivering something special, or it’s not going to get the business”

Warren Buffet

It now seems to be in fashion to claim to be ‘premium’ or ‘luxury’. A recent ad by a Bangalore based builder claimed ‘Cheap Luxury Apartments’. These days most builders offering apartments with a high price tag are claiming to be premium. So what makes anything premium or luxury. Is it price? Is it size? or is it that special ingredient that makes it truly unique – one that touches an emotional chord or something that you cannot put an exact price on. Get this right and the proof of the pudding will be in the business your ‘premium’ or ‘luxury’ offering generates. Thank you Warren Buffet for the insight.

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