put a premium on

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Related to put a premium on: come in handy, so much for, take account of, Call premium

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.
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put a premium on something

to make something harder or more expensive to obtain or do. The recent action of the bank directors put a premium on new home loans. The scarcity of steel put a premium on the cost of new cars.
See also: on, premium, put

put a premium on

Value more highly than usual, as in Her employer put a premium on honesty and hard work. First recorded in 1907, this term is almost always used figuratively.
See also: on, premium, put

put (or place) a premium on

regard as or make particularly valuable or important.
1998 New Scientist Enormous forces would have acted upon the skull and neck, putting a premium on size and strength.
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put/place a ˈpremium on something

consider something very important or valuable: This company puts a high premium on the loyalty of its employees.
See also: on, place, premium, put, something
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