American Express
Week 3 Marketing Excellences – American Express
Larry Taylor
BSA 529 Marketing Strategies
Dr. O
Averett University
September 8, 2014
“American Express’s global card network competes in the global payments industry with other card networks, including, among others, Visa, Diners Club International (which is owned by Discover Financial Services), Discover (primarily in the United States) and JCB and China UnionPay (primarily in Asia). In addition to such networks, a range of companies globally, including merchant acquirers, processors, and companies such as PayPal, carry out some activities similar to those performed by American Express’ GMS and GNS businesses. (American Express).
Comparing the results to its competitors, American Express reported a Total Revenue increase in the 2 quarter 2014 by 4.15 % year on year, while most of its competitors have experienced contraction in revenues by -1.81 %, recorded in the same quarter. With net margin of 16.8 %, company achieved higher profitability than its competitors did (American Express)
“Brand positioning is the process of creating an image of where your brand sits in the market compared to your competitors. It builds differentiation in the mind, rather than through what you do or make. Brand positioning is most effectively expressed visually, through a tagline or positioning statement. Taglines such as American Express’ Don’t leave home without it, M&M’s Melts in your mouth, not in your hands, Bunnings’ Lowest prices are just the beginning, Apple’s Think different and BMW’s The Ultimate driving machine are all about establishing a clearly defined point of difference for the brand.” (American Express)
American Express has positioned itself as one of the most popular and well-respected brands, known globally for its charge cards, travel services, and financial services. Many perceived American Express cards as a status symbol signifying success and achievement. The
Larry Taylor
BSA 529 Marketing Strategies
Dr. O
Averett University
September 8, 2014
“American Express’s global card network competes in the global payments industry with other card networks, including, among others, Visa, Diners Club International (which is owned by Discover Financial Services), Discover (primarily in the United States) and JCB and China UnionPay (primarily in Asia). In addition to such networks, a range of companies globally, including merchant acquirers, processors, and companies such as PayPal, carry out some activities similar to those performed by American Express’ GMS and GNS businesses. (American Express).
Comparing the results to its competitors, American Express reported a Total Revenue increase in the 2 quarter 2014 by 4.15 % year on year, while most of its competitors have experienced contraction in revenues by -1.81 %, recorded in the same quarter. With net margin of 16.8 %, company achieved higher profitability than its competitors did (American Express)
“Brand positioning is the process of creating an image of where your brand sits in the market compared to your competitors. It builds differentiation in the mind, rather than through what you do or make. Brand positioning is most effectively expressed visually, through a tagline or positioning statement. Taglines such as American Express’ Don’t leave home without it, M&M’s Melts in your mouth, not in your hands, Bunnings’ Lowest prices are just the beginning, Apple’s Think different and BMW’s The Ultimate driving machine are all about establishing a clearly defined point of difference for the brand.” (American Express)
American Express has positioned itself as one of the most popular and well-respected brands, known globally for its charge cards, travel services, and financial services. Many perceived American Express cards as a status symbol signifying success and achievement. The
References: Amercan Express.(2014) Retrieved from http://csimarket.com/stocks/compet_glance.php?code=AXP American Express. Brand Position. Retrieved from (BRAND POSITIONING\MARKET POSITIONING\BRAND ...) www.mindfield.com.au/solutions/brand-positioning.html Mindfield Grou Kotler P, & Keller, K.L (2012) Marketing Management (14th ed.) Upper Saddle River, New Jersey: Pearson Ed. /Prentice Hall Susan Adkins, Cause Related Marketing, Butterworth Heineman, Oxford: 1999, p. 153.