Premium brand

In marketing and advertising, premium refers to a segment of a company's brands, products, or services that carry tangible or imaginary surplus value in the upper mid- to high price range.

The targeted customer groups can be high or average income; especially the latter can be premium-aware but on the lookout for bargains.

Premium brands are designed to convey an impression of exclusiveness or rarity, 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 or a complement of value brands. The success of a brand is determined by the combination of aforesaid category and the market share. In that sense, the term "premium" replaces the traditional attribute "luxury" although the former can be perceived as less ostentatious.

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Wikipedia