American Express: Examining the strategies of a leading mass affluent brand

American Express: Examining the strategies of a leading mass affluent brand

Code: ML-ML00019-051 | Published: Nov-2015 | Pages: 18 | MarketLine
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AMEX markets itself as a high-quality payment service brand, providing a bespoke experience to customers who meet its criteria. With a range of loyalty programs available on cards with premium price tags, AMEX is not only a brand that customers in the mass affluent category can use as a status symbol, it also has a tiered structure of premium cards to promote aspiration among existing card holders



Key Findings
- Learn about American Expresss business model and how it differs from those of its closest competitors.
- Analyze American Expresss brand positioning and how its marketing helps it portray an air of exclusivity.
- Learn about how American Express uses loyalty programs to retain customers and shore up its long-term revenue streams.
- Look at how possible changes to merchants fees could affect American Express.

Reasons To Buy
What is American Express and how does it generate revenue?
What marketing strategies does American Express adopt to project an exclusive brand?
How does American Express use innovative loyalty schemes to retain customers?
How could rulings over merchants fees impact American Expresss business?

Table of Contents

OVERVIEW
Catalyst
Summary
AMERICAN EXPRESS TRADES ON EXCLUSIVITY and PRESTIGE TO GENERATE FEES
American Express card holders are both engaged and high-spending
American Express relies on interchange and annual fees for revenue
The merchant revenue stream has come under threat
American Expresss unique status plays into its bespoke image
MARKETING IS FOCUSED AND ON-MESSAGE
A large part of American Expresss appeal is based on exclusivity
Quality of service is at the forefront of American Expresss advertising
American Express makes use of social media to engage customers
AMERICAN EXPRESSS LOYALTY PROGRAMS ARE GEARED TOWARDS RETENTION
Combining quality service and loyalty programs to retain custom
American Express uses merchant partnerships to provide value from its points
The Plenti loyalty coalition adds another layer of rewards for US card holders
American Express uses card-linked offers to personalize rewards
Data could be used to provide even greater value for card holders
CONCLUSIONS
Prestige supported by effective marketing and loyalty schemes engenders repeat custom but threats to fees exist
APPENDIX
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