Premium doesn't always mean the most expensive
Premium and most expensive are not the same thing. You can price just high enough to win the work and still be the quality option over the long run.
Kevin C. Whelan
There’s a difference between premium and being the most expensive.
Premium does infer quality. But the most expensive does not always mean the highest quality.
There’s a time and place to be the most expensive option.
But sometimes being premium while being just expensive enough can enable you to be the most successful over the long run.
Price appropriately for your situation. But whatever you do—be premium.