Brand Development and American Express

Paper Summary:

The paper examines the actions that American Express can take to reverse its sagging fortunes. The paper argues that the company must attract young people through an aggressive marketing campaign to appeal to their instinctive need for security and privacy. The paper also discusses that the company's card should,-in its visual lay-out and wording, reflect these values. The paper concludes that though currently it is a difficult time for American Express, it does not necessarily presage the future of the company.

From the Paper:

"Brand Development and American Express American Express' credit card services among the vital under-30 demographic have not been overly popular; in fact, the company has lost a great deal of ground to its competitors. Be that as it may, an effective job of positioning the American Express credit card can go a long way towards permitting the company to regain its former vitality and market share. The following paper will examine which group(s) the card company wishes to pursue (and why), the values and characters it wishes to exude through its credit card product, the visual design of the proposed card, and the manner by which the brand will be communicated in the marketplace."

More papers on Brand Development and American Express:

• Analytical Essay # 123466 : "American Express and its Success"
• Case Study # 147275 : "American Express: A Case Study"
• Case Study # 104591 : "International Expansion Strategy for Goya"

APA Citation:

MLA Citation: