American Express is one of the world’s most respected brands, known globally for its charge cards, travel services, and financial services. American Express began as a 19th-century express shipping company, grew into a travel services company, and eventually evolved into a global payments company associated with strong brand images: prestige, trust, security, customer service, international acceptability, and integrity.........

Questions

1. Evaluate American Express in terms of its competitors. How has its positioning changed over time? Where does American Express face the most competition?

2. Evaluate American Express’s integration of its various businesses. What recommendations would you make in order to maximize the contribution to equity of all its business units?

3. How should American Express position its offerings to attract and retain new customers? What is the key benefit that it should emphasize in positioning its brand?