put a premium on something
put a premium on (something)
1. To greatly increase the cost or scarcity of something. Because the city is so densely populated, landlords are able to put a premium on rented accommodation.
2. To place an especially high value on something; to consider something more important or valuable than is usual. We always put a premium on our customer service support, so never hesitate to contact us if you have a problem. With three young children, I put a premium on a shop where I can find everything I need in one stop.
put a premium on somethingor
place a premium on something
If you put a premium on something or place a premium on it, you believe that it is very important or valuable. Companies like these put a premium on training. I place a high premium on what someone is like as a person.