According to the Luxury Institute's 2006 Luxury Brand Status Index survey of US stockbrokers, TD Waterhouse (recently merged with Ameritrade to form TD Ameritrade) was rated the most prestigious stockbroking firm by high net worth consumers. Smith Barney rose significantly in the rankings compared to 2005 to take a close second place, while Charles Schwab and Fidelity tied for third. Individual brand scores indicate that wealthy consumers clearly attribute different strengths to different brands, albeit the overall scores are fairly close. Fidelity Brokerage is the top rated brokerage firm in "delivering consistently superior quality" while Charles Schwab is rated highest as "unique and exclusive". Oppenheimer and Smith Barney share the highest ratings on being used by people who are "admired and respected" while Deutsche Bank is rated highest in "making customers feel special across the full customer experience". Deutsche bank is also rated most "worthy of a significant price premium" and Fidelity is rated the brokerage firm that people who are familiar with the brand are "most willing to recommend to people they care about most".