Amex Brand Management

Range of product/services

Card products

Personal cards

It provides charge cards (e.g. gold card) and credit cards (e.g. platinum card, Krisflyer card and black card) for individuals. Apart from that, they also introduced co-branded credit cards such as the air travel/ hotel/retailer partners' card (e.g. Takashimaya Platinum Amex card).

Small business services

American Express offers various types of charge cards for small businesses to manage their expenses. Its cards ranges from premium cards to classic reward cards to partner cards and it aims to provides small business with several advantages by using these cards.

Corporate cards and services

A comprehensive range of cards is designed to support mid-size and large business manage their travel and day-to-day operational expenses, a number of complementary products for specific types of spend are offered for special needs (e.g. Corporate Meeting Card, Corporate Purchasing Card, Business Travel Account). Commercial Cards differ from Business Cards as they enable company liability. In addition, Commercial Cards offer a comprehensive suite of data and reporting solutions that help clients gain visibility and control over employee spend.

Non card products

Insurance

Customers are able to purchase insurance packages ranging from wedding insurance to travel insurance etc.

Traveler's cheque

It was introduced to provide customers a piece of mind when traveling by providing functions such as protection from identity theft and travel money.

Travel

It established its very own travel agency which focuses on business customer and business travel.

Publishing

Amex publishes magazines for travel and leisure, food and wine etc (see pic1)

Positioning

Amex positions itself as a prestige brand with high brand quality and credibility as it delivers world class service to its customers. It positions itself as a brand with high brand quality and credibility as there are 2 natural barriers namely compulsory subscription fee and high income level to entry to ensure that card members base are card spenders and not card holders.

Target Markets

Referring to the table in appendix 1, Amex client base would fall in the category of A and B and a little of C as Amex cards are targeted at businesses, high credit quality and high spending consumers and young minded and active adults.

Brand value

Status

Amex card holders are often seen as someone with wealth, success and achievement and are known for being big spenders. For instant, list of celebrity endorser and users for Amex cards includes Beyonce Knowles, Ellen DeGeneres and Tiger Woods. This celebrity are all known for their appeal and success in their various work fields and is an approach to make customers feels as if they are in the same league as them.

Service

Amex focuses on the highest level of service by utilizing good customer service with a global presence. Customer care teams have even been formed all over the world to provide its existing and potential customers with assistance