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19,510 $m

In the last year, American Express has developed new growth opportunities by quickly evolving to increase relevance and loyalty among consumers. Becoming more inclusive is central to the brand's growth strategy. Rather than focusing on jet-setters and businesspeople, it is now targeting busy, multi-tasking moms with its new, no fee EveryDay card that rewards holders for each transaction, no matter how small. American Express continues to lead the way in mobile payment technology and digital partnerships for its increasingly mobile customer base. In addition to its payment and reward partnerships with Twitter, Tripadvisor, and VeriFone, American Express has partnered with Uber to launch the first-of-its kind mobile loyalty program. Passengers can earn points, or use them to pay for their trip across town. Now partners with Walmart, the company has also expanded the customer base for Bluebird, its co-owned checking and debit card, and for its pre-paid card, Serve-particularly among younger consumers.

Building on its efforts to strengthen local economies (and gaining positive exposure for its brand in the process), the company's Small Business Saturday initiative, now in its fourth year, has been expanded to include Argentina, Australia, Canada, Israel, South Africa, and the U.K., as well as its domestic market. To streamline a struggling area, American Express sold half of its business travel unit for USD $900 million, and recently launched First, a more personalized travel management platform primarily aimed at business travelers. The brand has maintained its reputation for top service and was crowned "Highest Customer Satisfaction Among U.S. Credit Card Companies" for the seventh straight year by J.D. Power. For the present, Amex's historic brand equity in exclusivity has apparently not been diminished by its pursuit of growth through inclusivity. 

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