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Credit Cards

Plastic Faces Public Stoning

By T.L. Stanley

There are far easier jobs these days than marketing credit cards. With rising unemployment, sky-high gas prices and a mortgage meltdown, consumers are hardly in a spend-happy mood. Congress is grumpy, too—scrutinizing the industry like never before, and considering various bills aimed at curtailing what the Democratic majority considers unfair and even abusive business practices.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Gross Dollar Volume ($ billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

CREDIT CARDS

1. Visa

TBWA\Chiat\Day / Playa del Rey , CA

1746.00

360.50

7.58

7.75

71.3

2. MasterCard

McCann Erickson / New York, NY

952.1

296.6

6.68

6.96

61.5

3. American Express

Ogilvy & Mather / New York, NY

459.3

345.3

6.9

5.54

53.9

4. Discover

Martin Agency / Richmond, VA

118.9

221.3

6.62

5.97

54.7

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Sources: Brandweek research, company reports/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.

Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.

Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

Superbrands- Credit Card Brand Identity Marketing

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