American Express again tops Roy Morgan top premium brands list in 2022

American Express has been named by Roy Morgan as the overall winner of its top premium brand in Australia in 2022.

Roy Morgan used its premium consumer data to identify and rank the top premium brands in Australia, recognising the importance of premiumisation in combatting commoditisation.

Full list of 2022 winners by industry sector

Roy Morgan CEO, Michele Levine, said the premiumisation of Australian business is vital to the economy.

“I wanted to see who was doing it well for the Australians with a premium mindset, we know them as the New Economic Order or NEOs. So, we analysed the preferences of the top 50% of NEOs (2.4 million Super NEOs) and the standout premium brand winner was American Express.

“American Express has been the top premium financial services brand for three years and in 2022 is the overall winner.”

Vice president brand and member experience at American Express. Naysla Edwards said: “At American Express we place huge emphasis on ensuring we offer our Card Members with an elevated lifestyle experience. Whether that’s through curated experiences across dining, entertainment, travel, retail, and wellness – that support and enhance how they live, exceptional customer service or providing products designed specifically for the end-user in mind.”

In 2021, Roy Morgan also named American Express as the top premium brand in Australia, releasing a full top ten rankings in order.


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