Strategic Brand Assessment - Amex

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Another interesting brand project. This was a brand assessment of American Express.

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Strategic Brand Assessment - Amex

  1. 1. Senh Lam<br />Kevin Albright<br />Henry Jenkins<br />Strategic Brand Assessment(Case Date: 2004)<br />Nikita Handa<br />Clark Li<br />
  2. 2. How American Express Makes Money<br />More Consumers -&gt; More Merchants -&gt; More Consumers = <br />More Revenue<br />
  3. 3. Target Consumer<br />
  4. 4. Target Audience<br />For high credit quality, high-spending consumers.<br />
  5. 5. Main Competitors:<br />Visa<br />Mastercard<br />Frame of Reference<br />
  6. 6. Frame of Reference<br />American Express is the brand that offers more than just an ordinary method of purchase.<br />
  7. 7.
  8. 8. Points of Difference<br />American Express delivers world-class service while providing personal recognition to its members.<br />
  9. 9. Brand Positioning Statement<br />
  10. 10. Positive Brand Associations<br />
  11. 11. Negative Brand Associations<br />
  12. 12.
  13. 13. Brand Elements<br />
  14. 14. Conclusion<br />
  15. 15. The Future of the Brand<br />
  16. 16. Questions??<br />“I’ve got that black Amex card with me, AKA that throw it in the bag card”<br />

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