I interpreted "strongest" as best/superior/most desirable, rahter than most well known or seen most in adverts etc. Hope I got this right....?
If that's how others interpreted it I'm amazed people think sunseeker is superior to Ferretti. Ferretti is clearly a higher quality product, by a wide margin I'd say. But their brand isn't known as well in UK as in rest of world, so I suspect the result in this vote reflects the UK-ness of this forum.
Or have I got it wrong and people do know the Ferretti range well but are voting against it? /forums/images/graemlins/confused.gif
I interpreted strongest as, well, most prominent or well established which puts Sunseeker right at the top. I don't think they make the best product and you are right to rate Ferretti more highly from a quality perspective. But Sunseeker's marketing machine is the envy of all their (mainstream) competitors.
...having said that I have seen how some of the 'serious' market studies are put together, what sources they are using and so on and it is not always the case that they are particularly reliable either.
I just wanted to provoke a knee-jerk reaction to the question really, just to back up some other work going on here at present.
Aware that this will be more emotive than rational and also UK-biased in relation to the typical marketplaces of these manufacturers. Plus of course we're allowing people to see the results live, which might skew the results (although looking at what is getting cast in terms of votes as opposed to our understanding of what ratio of owners we have in certain sectors here brand loyalty is perhaps not playing a huge part in this).
Without a doubt the strongest brand image is Sunseeker. Just ask someone who has very limited knowledge of boats what they'd like to own and I bet 90% would say sunseeker, cause that's all they have heard of. It's just the same as every kid wants to own a Ferrari, not the best but great brand image.
Just this morning I completed a one hour telephone survey commissioned by Fairline and conducted by Deloitte.
The relative position of Fairline's brand and it's key competitors using a car analogy was one of the questions. The brands included Fairline, Princess, Sunseeker, Azimut, Ferretti, Cranchi and Sealine. The cars they relate to were from a list including Alfa Romeo, Aston Martin, Audi, BMW, Citroen, Ford, Ferrari, Honda, Jaguar, Renault, Land Rover, Lexus, Lotus, Mercedes, MG, Porsche, Rolls Royce, Saab, TVR, Vauxhall and VW.
I know the forum have debated this in the past but I would be intrigued to see the results of this qualatative survey...
In addition I was asked to describe a buzzword that sums up each of the brands. For example I thought that Sealine are Innovative, Sunseekers are Flashy etc.
Another question related to what significant changes are forseen in the boat market in the next 5/10 years.
Some of those studies are just pretending to be serious, I'm fully with you on that.
Deloitte for example, they don't have such a great reputation...
I'm surprised to read that Fairline spent some of his budget with them.