Premium pricing, also known as prestige pricing, involves setting the cost of a product or service higher than the market average to create a perception of luxury and exclusivity. This strategy capitalizes on the association between high price and high value, targeting consumers who are willing to pay more for perceived superior quality, status, and prestige. It is often employed by brands that have a strong differentiation in quality, design, or experience and wish to position themselves as leaders within their segment. Premium pricing relies on a deep understanding of the target demographic and the unique value proposition of the product or service. The higher price point can lead to larger profit margins, but it also requires sustained investment in product development, marketing, and customer service to justify the premium and maintain the brand’s position in the market. Companies using premium pricing need to consistently deliver on their promise of exceptional quality to retain the trust and loyalty of their customer base.