Case study marki Visa z brytyjskiego Albumu Superbrands

1. SUPERBRANDS 2009/10
superbrands.uk.com VISA
With more than 1.9 billion cardholders worldwide, Visa is the world’s leading consumer Recent Developments
With its history as a pioneer in payment
payment brand (Source: The Nilson Report). In Europe alone, there are more than 360 million options, recent years have been as prolific
as ever for Visa.
Visa-branded payment cards and these cards can be used in more than 30 million locations
across the world. By providing consumers with a convenient, secure and globally accepted Visa payWave is a contactless method of
paying. By removing the need to insert the
electronic payment solution, Visa’s goal is to be the preferred alternative to cash and cheques. card into a terminal, provide a signature or
enter a PIN, transactions are completed in less Verified by Visa provides security for In sponsorship, Visa builds high profile
than a second – cards are simply ‘waved’ in consumers shopping online, requiring a associations to drive brand awareness and
front of a special reader. password to confirm the transaction is being deliver relevant and engaging consumer
made between the genuine cardholder and benefits. Its extensive partnership portfolio
Visa Mobile takes contactless technology a genuine retailer. comprises some of the world’s biggest names
further by allowing consumers to use in sporting events and entertainment, including
mobile phones equipped with near field Visa’s new one-time code card (pictured the Olympic and Paralympic Games, FIFA
communication (NFC) technology to complete above left) features a built-in battery keypad World Cup, The O2 in London, Berlin’s O2
transactions, instead of using a card. and digital display and offers an even greater World, Twentieth Century Fox and Disneyland
level of security when shopping online or over Resort Paris.
Prepaid Visa payWave combines the the phone. A consumer simply enters their
speed of contactless payments with the PIN into the keypad to generate a unique Brand Values
convenience of a prepaid card and offers security code which must be entered into the Visa provides trusted services and products
consumers an alternative way to control their merchant’s website to confirm identity and which facilitate millions of financial transactions
Today, recognising that every day and every everyday spending. process the transaction. Five banks began every day. Visa aims to help life flow better by
person is different, Visa offers three cashless trialling the card in 2009: Barclaycard and taking the friction out of those transactions, by
payment models to suit individual needs MBNA in the UK, Cornèr Bank in Switzerland, providing a product that is safe, quick and easy
and circumstances: pay now – the debit Cal in Israel and IW Bank in Italy. to use, and accepted in 30 million merchant
card; pay later – the credit card, charge card outlets and 1.4 million ATMs worldwide.
and deferred debit card; and pay in advance Promotion
– the prepaid card. In 2008 the ‘Life flows better with Visa’ brand visaeurope.com
campaign launched across Europe with the
Achievements ‘Running Man’ TV advertisement. The
Regular tracking research conducted by campaign aims to show how Visa can make Things you didn’t know
Visa shows that consumers know, like and life simpler for consumers and to encourage about Visa
Market powerful Visa brand, a range of products and trust the brand, which is seen as setting people to look at Visa in a new way – not as
In October 2007, Visa Europe became services, marketing and other support, plus the standard among its competitors. Indeed, just a credit or debit card provider but as a
independent of the new global Visa Inc, with advanced technological systems to authorise, in a 2009 independent survey of more than trusted alternative to money which can bring On the first day of the 2008 Beijing
an exclusive licence to operate in Europe. Visa secure and process Visa transactions. 23,000 European subscribers of Reader’s convenience to their lives. Olympic Games, nearly US$10 million
Europe operates in 36 countries, however Visa Digest, Visa emerged as the ‘most trusted was spent on Visa cards in Beijing
cardholders can use their cards in more than Visa competes with rivals in the field credit card brand’ in 14 out of 16 countries. The latest TV ad, ‘Bill’, follows a man as – an 11 per cent increase on the
30 million locations across the world. In of electronic payments as well as cash he shops using his Visa card for all types previous year.
addition, Visa/PLUS is one of the world’s and cheques. For its member banks, the strength of the of purchase, big and small. The ad features
largest global ATM networks, offering cash Visa brand brings tangible business value. dance and media artist, Bill Shannon, who In the 12 months ending June 2008,
access in local currency in over 170 countries. Product In the UK, for example, it is reported that has developed a unique technique for dancing Visa cards were used to make
From the creation of the credit card in 1958 Visa-branded debit cards generate seven on crutches, which acts as a visually engaging purchases and cash withdrawals to the
Every year, Visa facilitates 19 billion point-of- through to the invention of the dial-up terminal, times more international usage than other representation of the brand’s ‘flow’ message. value of more than 1.3 trillion euros.
sale transactions. Its 4,600 member banks the move to magnetic stripe, the shift to competitor branded debit cards (Source: Visa supported this activity with a national
issue 360 million Visa-branded debit, credit chip and pin and the creation of contactless Apacs). 2009 saw Visa make its debut in the promotion to encourage consumers to use One in every nine euros is spent on
and commercial payment cards to European payments, Visa has been at the forefront of BrandZ Top 100 Most Valuable Global Brands their Visa card instead of cash for all types a Visa card.
consumers. Each bank has access to the same change in the payments sector. ranking, taking 36th place. of purchase, large or small.
On the busiest shopping day before
1958 1976 1979 1983 1986 1993 1999 2000 2004 2008 Christmas 2008, Visa Europe processed
731 transactions every second, with a
Bank of America launches BankAmericard Visa introduces the Visa launches the Visa becomes the first Visa issues the first Visa conducts the A world first, Visa issues Visa is incorporated into Visa celebrates its
total of 24.5 million in that one day to
BankAmericard, the first changes its name first point of sale world’s first 24-hour ATM card payment system to smart card to accrue world’s first euro its one billionth card. Europe and becomes Visa golden anniversary.
a value of 1.4 billion euros.
successful general to Visa. electronic terminal. network. The following offer multiple currency loyalty points, plus transaction using Europe. The following year
purpose credit card. year the ‘dove’ hologram clearing and settlement corporate business a payment card. it revitalises its brand identity
At point of sale, 11.3 per cent of
is introduced to cards for and begins its worldwide and purchasing cards. for the first time in its history.
consumer spending in Europe is with
the first time. sponsorship of the
Olympic Games.
a Visa card.