American Express Case Study

2. Started in 19th century as an Express Shipping Company

3. Later it grew into a Travel
Service Company

4. In 1891, Introduced the
“Traveler’s Cheque”
accepted internationally

5. Amex introduced it’s first
“Charge Card” in 1958
It charged a higher annual
fee than competitors to
create feeling of prestige
and membership
By 1967, 1/3rd of
company’s profit came
from “Charge Card”
business

6. 1960’s were like!
Amex stepped up it’s
marketing effort

7. American
Express
got it’s
Blue Box
logo in
1974

8. In 80’s Amex was
perceived as a status
symbol signifying
success & achievement
It also
expanded
into
financial
categories
during the
same time

9. In 1990’s Amex
launched “Do more”
corporate ad
campaign to
communicate the
transformation
Re-branded it’s Small
Business Services
Division as “OPEN:
The Small Business
Network”

10. “Small business
owners are
fundamentally different
from people who work
for large companies"

11. Continued membership rewards program

12. Company continued to
expand becoming World’s
Largest Card based
Reward program

13. 2000, “Credit
Card Revolution”

14. 2 Revolutionary credit cards launched
“Black Centurion”“Blue Card”

15. Competitors ???

16. Amex scored a
huge legal
victory against
Visa and
Master card in
2007 which
acquired them
26 million
more
customers

17. “My Life. My Card”
launched in 2004
providing intimate
narratives about
places, causes,
achievements &
avocations meaningful
to them

18. Served as a
“Call of Action”
to join American
Express

19. Ranked 15th “Most
Valuable Brand” by
Business week &
Interbrand

20. • American express journey
• Evolution of card begins
• New Ad campaign begins
• Credit Card Revolution
• Two New Marketing Campaigns
SUMMARY

21. These slides were created by Shivani Chavan (IIT Bombay) as part
of an internship under the guidance of Prof. Sameer Mathur
(IIM Lucknow)
DISCLAIMER