|This article does not cite any sources. (November 2010)|
In marketing and advertising, premium refers to a segment of a company's brands or products that carries tangible or imaginary surplus value in the upper mid- to high price range. The targeted high income customer group is also frequently referred to as "premium". Premium brands are designed to convey an impression of exclusiveness, especially in the mass markets. Frequently, companies will invent different (sub)brands to differentiate their product lines into a premium and a general segment (e.g. Toyota with their Lexus, Prius,and Scion marques). In most ways, the premium segment can be thought of as the contrary to value brands. In that sense, the term "premium" replaces the traditional attribute "luxury".