American Express has been rated the “top premium brand in Australia” by respondents to a Roy Morgan survey.

The research company set out to track the success of companies trying to establish their brands at the premium end of the scale, where they could attract a higher margin for their products or services.

It surveyed the preferences of a group of consumers with above-average spending patterns and “a premium mindset” to identify the standout premium brand.

Roy Morgan said “premiumisation” is a big trend in consumer marketing as companies try to move their brands out of commodified, low-margin categories. 

It classifies big-spending consumers with premium brand preferences as NEOs (new economic order) and says there are more than four million of them in Australia. 

It cites research saying these consumers will spend more on products that are “authentic, of exceptional and lasting quality, emotionally enhancing, ethical and sustainable, innovative and that offer more personalised service”.

Amex vice president, brand and member experience, Naysla Edwards, said in a statement the company puts emphasis on offering card members “elevated lifestyle experiences”, such as “curated dining, entertainment, travel, retail and wellness”. 

Other highly rated premium brands include retailers Peter Alexander, The Iconic, Harris Farm Markets and Vintage Cellars, car makers Audi and BMW, energy supplier Powershop and smartphone manufacturers Apple and Google.