It Began just as an Express shipping company in 1850

15th "Most Valuable Brand in the World"

One of the top 30 "Most Admired Companies”

Today it is

Did the change took place overnight ?

NoThen how ?!!

In 1891 they created the first internationally accepted "Travellers Cheque"

Issued first charge card in 1958.In 1967 1/3 of the total profit came from its charge card business. In 60's and 70's, they stepped up its marketing efforts.

Target market Wealthy, elite consumers less prone to market risks

A Product mix ofCharge cards, credit cards, travel services,

financial services

People started visualizing it as symbol of prestige

American Express established itself as a status symbol.

They created a sense of exclusiveness

Rebranded its Small Business Services division as “OPEN:The Small Business Network”

Blue and black

Introduced two new cards

My life my card

"Are a Cardmember"

Are you a card member

Competitors?

Scored a hugelegal victory againstVisa and Master cardin 2004 which acquired them 26 million more customers

Recession

Global economic collapse in 2008 - 2009 resulted in dumped financial results. Stock price fell 64%.

Many argued that it grew too fast in 2005-07.

"Top 5 MostPopular cards from 2009"

SUMMARY

What it is? Why it is?

DISCLAIMER

These slides were created by Pulkit Sachan(RGIPT, Raebareli) as part of an internship under the guidance of Prof. Sameer Mathur (IIM Lucknow)