The brands rated highest among affluent executive in the U.S. include many from the travel, financial, and b2b sector. Leading the way, in order are:
1. Visa | 77% |
2. AMEX | 74% |
3. Westin | 71% |
4. Fedex | 70% |
5. Hilton | 67% |
Brands rounding out the top 10 in favorability among Affluents :
6. Mastercard | 66% |
7. JP Morgan | 64% |
8. Southwest | 62% |
9. Sheraton | 62% |
10. IBM | 61% |
To retain these high rankings, and to continue the dialogue with an audience that changes habits frequently, these established brands, in particular, need to re-invent how they reach out with a compelling message. Currently, financial, travel and b2b advertisers spend the majority of their media dollars in the following:
1. Newspaper | 22% |
2. Internet | 14% |
3. Cable TV | 13% |
Affluents showed little consistency reporting on the specific reasons they would recommend their favored brands to friends and coworkers, although some traits were mentioned more often than others:
1. Reliability
2. Quality
3. Reputation