With adaptive ECUs the higher octane rated fuel will give you increased performance as the ECU can advance the ignition timing more, particularly at higher revs, without the onset of knock. This will be much more noticeable with turbocharged engines. This does mean that the engine can run more efficiently and for the same driving style/speeds should give better fuel economy. Whether the increased fuel economy offsets the increased cost of the fuel is a very moot point!
For the lower power engines it can up their game a bit and be quite worthwhile. Having said that I don't use super unleaded in the 35is as it has more than enough 'real world' performance on 95RON fuel i.e. It is not required to use WOT that often when the higher RON fuel would come into its own and on the public roads I don't need any more performance! On a track, however, it would be a different matter.
Premium brand fuels do contain better additives, to help keep the engine clean, over supermarket fuels. Their RON is absolutely no different so will not produce better or worse performance. Any perceived smoother running is, I'm afraid, just that - a perceived placebo affect unless the enigine has been run for a considerable time and consistently on one or the other where the cleaning ability of the premium fuel can take significant affect. I run my Range Rover on supermarket fuel as it is a real gas guzzler and the overall fuel cost are a lot lower than using premium fuels. I do run an injector/fuel system cleaner additive through it every 3k miles though - the big V8 still purrs like a kitten.