Over time, the Chase Sapphire brand has evolved from a single product (Sapphire launched in 2009) to a three-item product line. Consider the following value proposition framework:

A. Prime prospects / target market

B. Advantageous frame of reference

C. Key points of difference

D. Reason(s) to believe.

Using this framework, evaluate the value propositions of the three cards in the Sapphire line. Going forward, how would you manage the portfolio? What should we keep, drop or change?