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FOR IMMEDIATE RELEASEContact: Martin Swanson, Vice President, Business Development The Luxury Institute
(office)
914-909-6350
Luxury Institute Survey: Ultra-Wealthy Cite Marquis Jets, Blue Star Jets, and NetJets the Most Prestigious Private Jet Services Brands in 2005!
NEW YORK, July, 2005 – According to the just-released Private Jet Services Brands survey from the New York based Luxury Institute, Marquis Jets, Blue Star Jets and NetJets earned a three-way tie photo-finish for top honors as the most highly regarded in this segment as rated and ranked exclusively by Penta-Millionaires and Ultra High Net Worths (households with a total net worth of $5 million to over $25 million)= who rated and ranked America’s top nine Private Jet Services firms.
One major (and unexpected) finding of the research is the low brand awareness levels within the category, even among the Ultra-Wealthy. Delta Air Elite scored the highest with a relatively low 29% awareness rating while the ninth firm scored just 9%. This is despite a significant amount of investment in print advertising and event marketing among several of the larger providers.
“The collective voice of Ultra-Wealthy consumers and prospects in this category indicates that Private Jets firms must do a better job of making themselves known and of differentiating themselves” said Milton Pedraza, CEO of the Luxury Institute. “While the research showed marked differences in the way each brand is perceived, the relatively weak awareness scores prove that the companies need to work harder and smarter to reach and influence their core market.
In certain respects, the weak scores can be seen as somewhat encouraging as they suggest that the market is substantially underdeveloped. The real winners then will be the companies that find a way to grow their share and truly distinguish themselves as the market grows.
“As the voice of Wealthy American consumers, the Luxury Institute asked Ultra-Wealthy consumers to rate each brand on delivering superior quality, uniqueness and exclusivity, on whether the brand is used by people who are admired and respected, and on the ability of each brand to make clients feel special throughout the entire customer experience. The survey also asked responders to rate each brand on price worthiness and on change in status over the previous 12 months.
About the Luxury Institute The Luxury Institute is an in-depth research, subscription-based organization that focuses solely on the top 10% of America’s wealthy. The firm provides a portfolio of publications that guide and educate high net-worth individuals and the companies that cater to them on leading edge trends, consumer rankings and ratings of luxury brands, and best practices. Publications include the monthly Wealth Report, the Luxury Brand Status Index surveys, and the Luxury Best Practices surveys. To reach the Luxury institute, please call 646-792-2669 or go to wwww.luxuryinstitute.com |
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