American Express Case Study Example | Topics and Well Written Essays - 750 words

American Express - Case Study ExampleAmerican Express is perceived as a premium brand product and the principles listed above are reflected in their reference book circular business. though the service credit cards are directed at several different income and status levels, they chip in been able to maintain a mystique of exclusivity. The cards cover the range of the common inexpensive credit card to the cause marted Red wittiness which donates a share of the profits to fight AIDS. High income levels are targeted with the Black Centurian banknote costing $2500 and made out of titanium. Their peripheral businesses, such as car rental and hotel reservations, nurture benefited from this brand recognition and customer loyalty.Teamwork has allowed American Express to become a truly global company. They entered the international market at the beginning of the 20th century with the introduction of internationally accepted Travelers Checks. Their cards are at present recognized aroun d the world. While much of American Expresss success has come from their innovation in financing, they support also been able to cultivate and manage relationships based on their reputation. When the company went through organizational restructuring in the middle of the mid-eighties to confront the growing competition from Visa and Mastercard and the loss of merchant services, they turned to their spirit business and its principles. Rebuilding relationships with merchants became a top priority, as did significantly increasing American Express Card acceptance across a wide range of industries and geographical markets (Our History). Years later, the companys chief administrator would say, in retrospect, If not for the strength of our brand name, American Express would have collapsed by the late 1980s (Our History). For American Express, it was not the product but their brand reputation that saved the company.Today, many separate products compliment the financial card segment. The y have co-branded with Citi Bank and other financial institutions to offer bank issued credit cards. They offer a wide range of personal and business travel services that fit salutary with the financial card unit. They have become a one-stop-shop for the personal or business traveler. In accompaniment they offer an array of business services from financing to taxes that once again are based on, and think to, the business credit card unit. A business can arrange all their financing, financial planning, lines of credit, travel, lodging, and airlines, and have it all billed through the payment service unit. These services would not have been possible for American Express without the unique position and reputation of their financial card product. Works CitedOur