Branding for growth: why emerging markets hold the key to premiumisation

Mofeoluwa Awe

The word “premium” used to be synonymous with exclusivity, price tags, and polished prestige. But today, it’s a narrative, a perception built not just on what a brand sells but how it makes people feel, aspire, and belong.

The global market is shifting, and so is the meaning of luxury. No longer confined to traditional centres of wealth and influence, premiumisation is finding fresh oxygen in emerging markets. From the bustling streets of Lagos to the fashion hubs and the digital boomtowns, the new frontier for brand-led growth is culturally complex, creatively charged, and economically promising.

At the heart of this movement lies a deeper understanding of brand storytelling. Consumers in these fast-growing regions aren’t just buying products; they’re buying into possibilities. Premiumisation here isn’t just about offering the most expensive version of a product, it is about crafting experiences, signals, and stories that speak to personal growth, social mobility, and modern identity.

What is exciting is the rising consumer base driving this shift. Emerging markets are experiencing rapid urbanisation, a growing middle class, and a youthful population plugged into global trends through mobile-first internet. These consumers are digitally savvy, brand-aware, and emotionally connected to the idea of “arrival” through what they wear, eat, drive, and share. Brands that invest in understanding the psychographics of this audience, not just their purchasing power, will unlock deeper brand affinity. Premium, in this context, becomes less about elitism and more about elevation.

But this isn’t a short game. Marketing in these regions isn’t just a toolkit, it’s infrastructure. It’s how you build long-term equity. Brands need to shift from push messaging to ecosystem thinking. Creators, communities, influencers, and even subcultures become part of the brand’s architecture. To scale premium appeal, marketing must become more than media buys; it must embed into daily lives, conversations, and shared meaning. We’re already seeing this play out in the rise of creator-led commerce, regional ambassador programs, and social storytelling that elevates the everyday into the aspirational.

The future of premium branding won’t be dictated by legacy brands alone. It will be co-authored by ‘Gen Z’ entrepreneurs, designers and content creators across the world. It will be shaped by brands that understand the pulse of pride, heritage, aspiration, and rebellion all at once. Emerging markets aren’t just new territories. They are new narratives. And those who can decode these narratives, with sensitivity and boldness, will lead the next era of brand-led growth.