American Express targets high-spending consumers and differentiates itself from competitors like Visa and Mastercard by delivering world-class service and personal recognition for its members. It positions itself as a brand that offers more than just a payment method by cultivating positive associations with prestige, quality, and luxury. The document discusses American Express' target customers, competitors, brand elements, and strategies for ensuring future brand success.

1. Senh LamKevin AlbrightHenry JenkinsStrategic Brand Assessment(Case Date: 2004)Nikita HandaClark Li

2. How American Express Makes MoneyMore Consumers -> More Merchants -> More Consumers = More Revenue

3. Target Consumer

4. Target AudienceFor high credit quality, high-spending consumers.

5. Main Competitors:VisaMastercardFrame of Reference

6. Frame of ReferenceAmerican Express is the brand that offers more than just an ordinary method of purchase.

8. Points of DifferenceAmerican Express delivers world-class service while providing personal recognition to its members.

9. Brand Positioning Statement

10. Positive Brand Associations

11. Negative Brand Associations

13. Brand Elements

14. Conclusion

15. The Future of the Brand

16. Questions??“I’ve got that black Amex card with me, AKA that throw it in the bag card”