marketing excellence of american express is explained in this slide by means of 21 slides in just 5 minutes. How american express developed from a shipping company to 15th most valuable brand in the entire world. How exclusiveness and brand positioning effect a company,

2. It Began just as an Express
shipping company in 1850

3. 15th
"Most
Valuable
Brand
in
the
World"
One of the top
30 "Most
Admired
Companies”
Today it is

4. Did the change took place
overnight ?
No
Then how ?!!

5. In 1891 they created the first
internationally accepted
"Travellers Cheque"

6. Issued first charge card in 1958.In 1967 1/3 of the
total profit came from its charge card business. In
60's and 70's, they stepped up its marketing efforts.

7. Target market Wealthy, elite
consumers less prone to
market risks
A Product mix of
Charge cards, credit cards, travel services,
financial services

8. People started visualizing it
as symbol of prestige
American Express
established itself as a status
symbol.

9. They created a sense of
exclusiveness

10. Rebranded its Small Business Services
division as “OPEN:
The Small Business Network”

11. Blue and black
Introduced two new
cards

12. My life my
card

13. Are you a card
member

15. Scored a huge
legal victory
against
Visa and
Master card
in 2004
which acquired
them 26 million
more customers

16. Recession

17. Global economic collapse in
2008 - 2009 resulted in
dumped financial results.
Stock price fell 64%.
Many argued that it grew too
fast in 2005-07.

18. "Top 5 Most
Popular cards
from 2009"

19. SUMMARY
What it is? Why it is?

21. DISCLAIMER
These slides were created by Pulkit
Sachan(RGIPT, Raebareli) as part of an
internship under the guidance of Prof.
Sameer Mathur (IIM Lucknow)