In India, we witness premium brands in several product categories these days e.g. we have Nike and Reebok in sports shoes, Dove in soaps, Royale and Swatch in watches, Scotch in liquors and Camry, Sonata and Mondeo in cars. Premium brands have a clientele in upper and upper middle class homes with high disposable income and changed life style. Premium is contributed by excellence in quality and features. Its distribution is selective. These brands command a price premium. The definition of premium changes from market to market and from time to time. Once upon a time a colour TV was considered a premium product. These days a Plasma TV or an LED TV is a premium product. There are different degrees of premiumness. Premium can be leveraged by extending the brand to other categories e.g. Pierre Cardin fashionwear and Pierre Cardin writing instruments. We can also change the consumer perception about the premium. Premium quality may make it necessary to change the product form e. g. Gold café granules. Premium brands have an exclusive image. They manifest certain exclusive external features e.g. special packaging. Some brands establish their premium on technical advantage e.g. no-frost fridge. Life-style positioning make certain ordinary products premium products e.g.  Hero cycles for girls and mountain terrain bikes.