American Express: Examining the strategies of a leading mass affluent brand
- Pages: 18
- Published: November 2015
- Report Code: ML00019-051
AMEX markets itself as a high-quality payment service brand, providing a bespoke experience to customers who meet its criteria. With a range of loyalty programs available on cards with premium price tags, AMEX is not only a brand that customers in the mass affluent category can use as a status symbol, it also has a tiered structure of premium cards to promote aspiration among existing card holders
Scope
Learn about American Express's business model and how it differs from those of its closest competitors.
Analyze American Express's brand positioning and how its marketing helps it portray an air of exclusivity.
Learn about how American Express uses loyalty programs to retain customers and shore up its long-term revenue streams.
Look at how possible changes to merchants fees could affect American Express.
Reasons to buy
What is American Express and how does it generate revenue?What marketing strategies does American Express adopt to project an exclusive brand?
How does American Express use innovative loyalty schemes to retain customers?
How could rulings over merchants fees impact American Express's business?
Companies mentioned
None
Table of Contents
List of Tables
List of Figures
Pricing
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