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Daily News

Top Luxury Brands: Viking & Sub-Zero
Sep 13, 2005
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Viking and Sub-Zero tied for first place as the most prestigious appliance brands. Both brands scored a rating of 79 in the latest Luxury Brand Status Index (LBSI) home appliances survey, from New York City-based Luxury Institute.

Wolf came in a close second with a score of 76, Miele and Gaggenau tied for third place with 73 points.

Twenty-one leading brands were rated in the survey. They are, in alphabetical order:

  • Amana
  • Bosch
  • Char-Broil
  • Dacor
  • Ducane
  • Fisher & Paykel
  • Frigidaire
  • Gaggenau
  • General Electric
  • Jenn-Air
  • KitchenAid
  • LG – Lucky Goldstar
  • Maytag
  • Miele
  • Monogram (GE Appliances)
  • Sub-Zero
  • Vent-A-Hood
  • Viking
  • Weber
  • Whirlpool
  • Wolf

    "This category is hotly contested at the top. Wealthy consumers care greatly about home appliances because they live with these brands daily and they represent the heart of the public home environment," said Luxury Institute CEO Milton Pedraza. "America’s wealthy rated home appliance brands based on 'four pillars' of brand status - superior quality, uniqueness, delivering social status, and the ability of a brand to make customers feel special throughout the entire customer experience. Although brand awareness is highest among women, today’s modern wealthy men are also very involved in the category.”

    The proprietary LBSI is said to be the only available measure of the value and equity of leading luxury brands for wealthy Americans, based on data collected from wealthy consumers themselves.

    In measuring the survey of the 'four pillars' of brand status, LBSI converts the seven point scale ratings to a 0-100 scale.

    Another two critical metric features of the research are a rating by wealthy consumers as to the brand’s worthiness of a price premium and a measure of the brand's erosion or enhancement as a luxury brand over the past 12 months.

    The Luxury Institute surveyed a nationally representative sample of more than 440 households with a minimum of $200,000 in gross annual income and minimum net worth of at least $750,000 (including home equity). The brands rated were selected by measuring awareness levels with wealthy consumers and using their advertising expenditure rankings in luxury print media to determine the most relevant brands.

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