American Express Case Study

1288 words 6 pages
Brand equity is defined as the name, sign, term, symbol or design of what makes the goods or services different from those competitors and for seller groups. Although, the meaning indicates that it is the added value that has been brought with product or service; reflecting the consumers’ response: satisfaction, expectations, etc.

1) Evaluate American Express in terms of ‘brand equity’
What are the benefits, strengths and weaknesses associated with the company? American Express is an American financial-service, which has been known as the paramount of brands among high-end customers. They have continued to build its brand in a steady and consistent manner which is a strength that the service has. It is known to be one of the
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charge cards pay in full each month). Depending on the card, there are other services such as reward systems and exclusive privileges. The higher your card, the higher the status and more exclusive privileges you are granted. The good thing about the service is that is provides to all individuals meaning working individuals as well as small and large businesses. Within the membership, the brand claims that it’s “more than have an American express card”. The service provides customers protection, when traveling and shopping. The membership also allows account management options, as well as, 24/7 service support for any problems such as identify theft.

With the variation of card is has put service near the top, meaning that customers are satisfied with the “value”. American express knows that you can either keep or lose a customer for life depending on what kind of service the cardholder gets.

4) Briefly research and identify trends that have revolutionized credit card marketing. How has the development influenced American Express?

The credit card industry has expanded to allow transactions through both web and physical. They have even expanded to ATMs allowing up loads on prepaid phone cards, although it is not very satisfactory due to the fact that many individuals in the US use phone networks, such as AT&T.

Credit cards have been becoming more and more popular in the world for the past two years. Everywhere people go, they


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