American Express is a financial services company founded in 1850 that is headquartered in New York. It is best known for its credit cards, charge cards, and traveler's checks. Currently, American Express has 112.2 million cards in force and $1 trillion in worldwide billed business. Their vision is to be the world's most respected service brand. American Express's personality is described as money minded, proud, innovative, empowering, highly competitive, and representing classical sophistication.

1. CONSUMER BEHAVIOUR
Personality of American Express, AMEX
Rohan S Telang

2. AMEX
The American Express Company, founded in 1850, is an American financial
services MNC, headquartered in New York with an employee strength of 54,000.
The company is best known for its credit card, charge card, and traveller's cheque
businesses
Amex cards account for approximately 24% of the total dollar volume of credit card
transactions in the US
Currently it has 112.2 million cards in force, $34.3 billion in revenue, $159 billion
in total assets and $1 trillion in worldwide billed business.
Their vision states, “We work hard everyday to make American Express the world’s
most respected service brand”
American Express is the 22nd most valuable brand in the world and Fortune listed
Amex as one of the top 20 Most Admired Companies in the World

3. Personality
Money minded - Amex is into financial services, charges
higher than industry average, targets the rich.
Proud - Amex does not believe that it is a mass market card,
rather an exclusive clientele servicer, Amex is issued based on
criteria of financial stability and status only.
Innovative - Has its own cards network, came up with the
plastic card, has had several innovations in the segmentation of
card users such as optima card, gold, platinum etc., Has already
started RFID inserted cards for express pay,.
Empowering - The holder of an Amex is bestowed with a sense
of power because of the Amex product image, Amex holders are
highly received in the society
Highly Competitive - A “Will to Win” is one of its stated
corporate values, its operating principle also talks about
delivering more value than competitors, also always talks about
furthering the brand American Express.
Classical Sophistication - A centurion appears at the centre of the iconic Zinc, Green, Gold, Platinum, Centurion
cards, representing the values of integrity, quality, security and satisfaction. These cards also feature intricate
border and background designs that read "American Express “, featuring a sense of classical touch

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