By Veronika Bondarenko And it involves the word premium. If there’s one word that works as a buyer draw-in and way to claim your product is superior, it’s “premium.” Brands will use it to refer to anything from a flight upgrade and car rental tiers to a pizza — sometimes, it is a way to slap a higher price on a product with only a minimal difference from the non-premium product. “Defining what a premium brand is can be difficult because it depends on whom you ask,” writes Brand Strategist Chris Fulner. “Each individual has their own definition of ‘premium.'” Papa John’s (PZZA) – Get Papa John’…