Know-How Exchange : Branding

Very difficult to do, as people already have a brand image for the product.

Often better to start afresh. Toyota created Lexus, Nissan with Infinty, and Honda with Acura as a way to go upmarket in US. Cars are made in same plants on same lines with slightly better options/materials, but are branded as new and better.

What KIND of mass brand?

What kind of premium brand?

In which niche?

Aimed at what kind of constituent?

Founded on what results of which brand audit?

What kind of history does the brand transitioning have?

What carries forward into the new state?

Based on the scant amount of information offered it's not possible to answer your question.

Practically impossible to do unless you have lots of money and time. Basically you are saying to your customers and audience:
"Hey guys, we want you to forget everything our brand stands for and why you bought into us - Yesterday we were 'X', but today we are 'Y'. Believe us!"
Good luck with that. Far from being successful in transitioning, you are highly likely to destroy the mass market brand you already have. As a previous poster suggested, build a new brand.

As a poster already suggested. Cheaper and less damaging.

Good advice above.

As experienced branding consultants, we've been approached several times for advice and assistance with some version of your situation. Without exception we've been able to dissuade the client from the original request and move them to a "new brand" strategy instead.

It's rarely advisable to re-position a well-established brand from "mainstream" to "premium." Once customers/consumers understand a brand they don't change easily. It could take a few generations.