百大世界品牌 – Rank no.23 – American Express – US

百大世界品牌 – Rank no.23 – American Express – US


Top 100 Interbrand In The World – Rank no.23 – American Express – US

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+12%
17,646 $m
Financial Services
American Express may have been founded in 1850, but this hasn’t stopped the credit card company from finding fresh ways to build relevance and anticipate future needs for its consumer and business clients. Amex has continued to invest in meaningful social and digital experiences, including partnering with Twitter to enable cardholders to make purchases with a hashtag. As part of its digital and mobile commitment, the brand has made strategic investments in upgrading its technology platforms and realigning operations to improve productivity and service quality, while building capabilities for the future. These investments are already helping drive higher average spend and growth in its cardmember base. The iconic brand also continued addressing the needs of small business owners via its OPEN platform. Its third annual Small Business Saturday last November saw a record turnout, while OPEN is now helping women entrepreneurs better compete for government contracts via the ChallengeHER partnership with the US Small Business Administration. Amex has downsized its Corporate Travel division while bringing in new customers with its first prepaid card, Bluebird, in partnership with Walmart. In the midst of these successes, Amex’s reputation took a hit when it was fined in October for violating consumer protection laws. Despite this setback, Amex strives to live up to its mission to be “the world’s most respected service brand,” and has been recognized as J.D. Powers’ top US credit card company since 2007.
American Express Company
American Express logo.svg
Type Public
Traded as NYSEAXP
S&P 500 Component
Industry Banking, Financial services
Predecessor(s) Livingston, Fargo & Company
Wells, Butterfield & Company
Wells & Company[1][2]
Founded Buffalo, New York, United States (1850)
Headquarters Three World Financial Center,
New York City, New York, U.S.
Area served Worldwide
Key people Kenneth Chenault
(Chairman & CEO)[3]
Products Charge card, credit cards,traveler’s cheque
Services Finance, insurance, travel
Revenue Increase US$ 33.80 billion (2012)[4]
Operating income Increase US$ 6.451 billion (2012)[4]
Net income Increase US$ 4.482 billion (2012)[4]
Total assets Increase US$ 153.00 billion (2012)[4]
Total equity Increase US$ 19.00 billion (2012)[4]
Employees 63,600 (2012)[4]
Website AmericanExpress.com

Interbrand, a division of Omnicom, is an American global branding consultancy, specializing in vast brand services including brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming. Today, Interbrand is among the world’s largest brand consultancies, having grown to include 42 offices in 28 countries.

History[edit]

Interbrand was founded by John Murphy, a native of Essex in the United Kingdom. His interest in branding design began while working in the corporate planning and marketing department at Dunlop Corporation, a leader in the tire industry.

In 1974, Murphy decided to leave Dunlop and along with his wife opened Novamark, a product-naming consultancy. In 1979, to the benefit of its growing client roster, Novamark opened an office in New York, but under the name Interbrand. The new name reflected a shift in the company’s offerings. No longer focused on naming and registering trademarks alone, the company was now involved in the more encompassing activity of brand strategy and design.[1]

Throughout the 1970s and 1980s international offices were opened, including Tokyo and Frankfurt, Milan, Los Angeles, and Melbourne — all offering a full range of branding services: brand valuation, new product development, naming, legal searches, and graphic design.

In 1993, Interbrand was acquired by the Omnicom Group, and throughout the 1990s and 2000s expanded their service capabilities by acquiring leading branding and identity consultancies in the UK, Asia-Pacific, South America, Germany, and in South Africa. By going global, Interbrand improved its abilities to deal with cross-language and cross-cultural branding.[2]

Methodology[edit]

Interbrand has refined its brand valuation into a five-step Economic Value Added methodology. Through a similar methodology, Interbrand releases an annual ranking of the best global brands, which valuates each brand’s financial performance, role, and strength. The annual report, “Best Global Brands," was published in BusinessWeek until 2009; Interbrand assumed sole authorship in 2010.[3]To qualify, brands must have a presence on at least three major continents, and must have broad geographic coverage in growing and emerging markets. Thirty percent of revenues must come from outside the home country, and no more than fifty percent of revenues should come from any one continent.