Understanding the Target for a Brand

7/29/2019 Understanding the Target for a Brand

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UNDERSTANDING THE TARGET FOR A BRAND:


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Many of the organizations thatwehave worked with

have discovered that they can rejuvenate their brands

by redefining the brands target customers. Brands can

be revitalized by targeting new customers that:

Have specific needs that are better suited to thebrands offerings

Have stronger values alignment with the brandsvalues
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Derive more value from the brand than thebrands current customers

Are interested in a wider range of the brandsproducts and services

Are more frequent category users

Have substantially higher long-term purchasingpotential

Are willing to pay more for higher qualityproducts or enhanced services

Represent the next generation of brand users

Aspire to be more like the brands currentcustomers

Have fewer competitive options Are more loyal to brands

While this approach works in any product/servicecategory, we have personally seen it work in the

following categories: museums, airlines, professional

sports, trade and professional associations, higher

education, consumer durables, financial services,

printing and home re modelling.


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VISA was facing alot of competition from mastercard

therefore it came up with a study of repositioning visa

from cards to better money which was as follows:


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FOLLOWING WHICH THEY GOT THESE RESULTS:=


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VISAS COMPETITORS:

1.Master card

MasterCard is a technology company and

payments industry leader. For more than four

decades, we have been a driving force at the heartof commerce, making the global economy safer,

more efficient, more inclusive and more

transparent for all.


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Consumers, merchants, business partners and

governments in markets around the world have

reaped the benefits of our innovative products

and solutions which, simply put, are designed to

make life easier

From major cities to emerging markets, we are

stimulating economies and changing the way the

world does business.

As consumers and businesses continue to seek

ever faster, more secure and smarter methods of

payment for an increasing array of transactions,MasterCard Worldwide is at the center, providing

a sophisticated set of transaction processing and

consulting services that enable economic

connections, fuel commercial development on a

global and local scale and drive business growthfor our customers.

Today, MasterCard is essential to day-to-day

commerce. From major cities to emerging

markets, we are stimulating economies and

changing the way the world does business. We


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are a critical link among tens of thousands of

financial institutions, millions of businesses and

hundreds of millions of cardholders. Whats more,we are advancing commerce through innovations

that benefit everyone, everywhere.

American express


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Each day, American Express makes it easier, safer and

more rewarding for consumers and businesses topurchase the things they need and for merchants to

sell their goods and services. An engine of commerce,

American Express provides innovative payment, travel

and expense management solutions for individuals and


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businesses of all sizes. Most of all, we help our

customers realize their dreams and aspirations

through industry-leading benefits, access to unique

experiences, business-building insights, and global

customer care. We enable our customers to do more

and achieve moreA Unique Service Company

American Express is the only company with a strong,

global presence across the entire payments chain.

We are the worlds largest card issuer, the premium

network for high-spending cardmembers, a processorof millions of transactions daily, and a partner that

provides business-building services to a worldwide

merchant base.

Having this horizontal scale across payments gives usdiverse opportunities to grow our business and drive

innovation in the marketplace. Its also a gateway to abroader array of services that further differentiate

American Express.


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Our direct relationships with many millions of

consumers, businesses and merchants worldwide --

combined with our leading-edge marketing,

information management and rewards capabilities --

enable us to offer an array of valuable services that

enrich lives, build business success, encourage

financial responsibility, and create communities of

people with common interests Discover financial

service

BRAND ELEMENTS

Visa card:

Basic featuresAll Visa cards share similar card elements and security

features that are essential. However, the unembossed

Visa card has some elements that are different,

compared with a normal Visa card.


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The card number and information on the front of the

unembossed card is printed instead of embossed,

resulting in a smooth card surface instead of the raised

surface found on other Visa cards.

Visa Electron cards also have slightly different

features. They can only be accepted at an electronicterminal and always require authorization. These

differences are highlighted below.

Visa brand mark - the Visa brand mark is alwayson the front of the card and can be placed in anumber of positions.

Dove hologram - Cards using the Visa brand markcan either carry a standard hologram at the front

or a mini hologram on the back of the card. The

Visa Infinite card, issued by some card issuers totheir best customers, has a different hologram

design.

Ultraviolet element - this is a security-relatedmark required on all cards carrying the Visa


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brand mark. This mark is only visible under

ultraviolet light.

Four-digit number - printed above or below theaccount number. This should always begin with a

4', and should match the first four digits of the

account number. If it does not, or if it is missing,

the card may be counterfeit.

Account number - This must be even, clear andstraight, with all numbers the same size and

shape. May be embossed or unembossed. Some

unembossed Visa cards have a partial accountnumber (only eight digits) printed.

Cardholder name - The letters must be even andstraight. Whenever you are processing a

transaction, this should be compared with the

cardholder's signature. For unembossed Visacards and for some prepaid Visa cards, a

cardholder name may not be present.

Dates - whenever you are processing atransaction, you should check that the dates are


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valid. If you are presented with a card with

invalid dates, you must obtain authorization.

Signature panel - The signature panel is always onthe back of a card with the Visa brand mark. The

length of the signature panel is dependent on

CVV2 placement and whether a chip is present on

the card.

CVV2 - there should be a unique three-digit codeprinted in the standard white area to the right of

the signature panel, or on the signature panel

Chip - many Visa cards now have a chip. If youhave a magnetic-stripe terminal, accept chip

cards as you would accept magnetic-stripe-based

cards. If you have a chip-capable terminal, the

card should be inserted into the chip reader for

the duration of the transaction.

How to identify a Visa Electron card

The Visa brand mark with the Electron identifieris always on the front of the card and can be


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placed in a number of positions. On the rare

occasion that the Visa brand mark with theElectron identifier appears on the back of a card,

the front of the card will feature a Visa brand

mark

Ultraviolet element - this is a security relatedmark required on all cards carrying the Visa

brand mark with the Electron identifier. It is only

visible under ultraviolet light.

Four-digit number - printed above or below theaccount number. This should always begin with a

4', and should match the first four digits of the

account number. If it does not, or if it is missing,

the card may be counterfeit.

Last four digits - a full account number will notalways be printed on the card. Check that the lastfour digits on the card correspond to the last four

digits shown on your terminal.

Cardholder name - letters must be even andstraight. Whenever you are processing a

transaction, this should be compared with the


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cardholder's signature. For unembossed Visa

cards and for some prepaid Visa cards, acardholder name may not be present.

Dates - whenever you are processing atransaction, you should check that the dates are

valid. If you are presented with a card with

invalid dates, you must obtain authorization.

Electronic use only - printed on the front or theback of the card to remind you that Visa Electron

cards cannot be used with manual systems. This

may appear in other languages.

Signature panel - the signature panel is always onthe back of a card with the Visa brand mark. The

length of the signature panel is dependent on

CVV2 placement and whether a chip is present on

the card. CVV2 - there should be a unique three-digit code

printed in the standard white area to the right of

the signature panel, or on the signature panel

Chip - many Visa cards now have a chip. If youhave a magnetic-stripe terminal, accept chip


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cards as you would accept magnetic-stripe-based

cards. If you have a chip-capable terminal, thecard should be inserted into the chip reader for

the duration of the transaction.

Cardholder name and Dove hologram - these areoptional features and might not be present on

some Visa


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The company wanted to combine and differentiate the

different kinds payment products including debit,

commercial, and small business credit cards offered by

Visa International as well as its members the

financial institutions. This new brand has to be areflection of the expanding environments in which Visa

cards are accepted, using several application of the

visual image of the brand.

The Classic Card

Visa Classic is the most popular card, it's simple, widely

available and provides everything you need to cover

your basic financial needs and it provides other

benefits too. This card can be international or onlylocal. The international version let's you make

purchases worldwide at almost every country without

having to worry about currency exchange.


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This credit card type is ideal for students and those

who want to establish credit. It provides insurancesthat cover Auto Rental damages and the loss or

robbery of your credit card. Moreover, there are new

programs protecting electronic purchases and

providing emergency cash advances for unexpected

expenses like medical bills or abroad legal problems.

The Secured Card

Visa secured provides a solution for those who need to

establish or re-establish their credit. It's an excellentway to start your credit history. It provides all the

benefits of Visa Classic to those who cannot get credit

right away. Your credit is guaranteed by a deposit you

have to previously make into an account. Other than

that, they are exactly as a regular credit card.

The Golden and Platinum Card

Visa Gold and Visa Platinum are synonyms of

excellence and style, if you have excellent credit or are


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a veteran VISA classic owner, you can enjoy the

benefits of a Visa Gold or Visa Platinum that include alarger purchasing and finance limit. The differences

between these two cards are mainly related to the

limits and amounts of emergency cash advances you

can request.

The Ultimate Signature Card

Visa Signature is the most flexible and astonishing

credit card product available. Only those with

magnificent credit can obtain it. But it surely pays,because it provides no spending limits, stretchy

repayment and a vast list of benefits and rewards.

Those who enjoy traveling, venturing in new projects

and spending with no restrictions will love this card.

With a Visa Signature card you can get all the benefits

from the previous credit cards plus Lost Luggage and

Airport Parking Insurance, Purchase security, Travel

Insurance (accident and lost flight), Travel, Legal and


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Medical Emergency assistance, and many other

benefits all packed in this single but wonderfulCreditCard.

Chip Card and Rewards

There is a new smart card that includes a chip withplenty of information. You'll be able to combine all

your accounts and store cards into a single product. It's

a simple but smart way to get all your finances into a

single card.

All the above cards may include different reward

programs. Visa Reward Cards offer frequent flyer miles

that you can exchange for airline tickets or you can

earn points to exchange for hotel vouchers, etc. There

are many different programs you can select accordingto your spending habits to make the most out of your

VISA Credit Card.
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INTEGRATED MARKETING COMMUNICATION:

Global Brand

The Visa brand transcends language, cultures and

geography under a common payment mark

that we believe symbolizes convenience, flexibility and

security to hundreds of millions of

consumers across the world.

To support and enhance the brand, Visa has exclusive

partnerships with a stable of world-class

sports properties, including Fdration Internationale

de Football Association (FIFA) and the

International Olympic Committee.


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The Olympic Games Visas relationship with the

Olympic Games has spanned 26years, beginning in 1986. Visa is a worldwide Olympic

partner with a commitment to

be the exclusive payment card and official payment

service of the Olympic Games

through 2020. This includes the Sochi 2014 OlympicWinter Games and the Rio de

Janeiro 2016 Olympic Games.

FIFA The FIFA partnership provides Visa with

global rights to a broad range of

FIFA activities, including the 2014 FIFA World Cup

Brazil, that tap into the

passions and reach of the worlds favorite sport.

NFL Since 1995, Visas sponsorship of the U.S.

National Football League (NFL)

and a number of NFL teams has provided a wide range

of benefits including


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access to the Super Bowl, the NFL Pro Bowl and the

NFL Draft to connect withVisa cardholders and drive value for financial

institution clients, merchant partners

and shareholders. Visas sponsorship of the NFL

currently extends through the 2014

season.

As the countdown to the London 2012 Olympic and

Paralympic Games intensifies, Visa Europe this week

unveils its new2012 advertising campaign, featuring
http://www.visa.co.uk/en/visa_golden_space/london_2012/our_latest_tv_ad.aspxhttp://www.visa.co.uk/en/visa_golden_space/london_2012/our_latest_tv_ad.aspxhttp://www.visa.co.uk/en/visa_golden_space/london_2012/our_latest_tv_ad.aspxhttp://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dj-o7jZyyf8gXM&tbnid=6dYkSar_MchXqM:&ved=0CAUQjRw&url=http://www.insidethegames.biz/blogs/16968-patrick-nally-the-usain-bolt-effect&ei=9m8RUaOsBO2SiAeIy4CIDw&bvm=bv.41934586,d.bmk&psig=AFQjCNG8_Cp3F6Jz3P1e7fTfZS3gy5j58g&ust=1360183660733502http://www.visa.co.uk/en/visa_golden_space/london_2012/our_latest_tv_ad.aspx


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Usain Bolt. The campaign marks the first appearance

from Bolt in his role as Visa Europe InnovationAmbassador, supporting Visa Europes paymentsinnovation programme. Visa will take the unique

opportunity of London 2012 to showcase its latest

payment innovations and the Games will be the first

where consumers can choose not to bring cash at allbut instead to make contactless payments with either

their contactless card or a suitable NFC-enabled mobile

phone.

The television commercial launches across Europe onSaturday 17th March, in the UK the 90" version will be

shown during the Jonathan Ross Show on ITV. The

advert also includes cameo appearances from the

athletes who are part of Team Visa Europe, a group of

20 top performing European athletes from nine

different countries who Visa is supporting in their

journey to competing at the London 2012 Olympic or

Paralympic Games.


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Set to the sound track of Hundred Mile High City by

Ocean Colour Scene, the 'Flow Faster' advert depictsBolt arriving at a London airport. As he stands at the

luggage carousel, hes not sure where his bags are but

its clear he needs to get somewhere. Not so clear is

why a seemingly ordinary member of the public is

challenging him to a race. We then see Bolt and theman race across London with only Visa to help them.

Through their purchases using Visas mobile,

contactless and card services, Bolt is able to transform

from a sharp suited traveler to being ready to race

whilst the other man smartens up with the purchase of

a blazer and tie.

Catching a glimpse of Bolt making the journey across

London are Team Visa gymnast Louis Smith, BMX rider

Shanaze Reade and boxer Khalid Yafai on a London bus

and triple jumper Phillips Idowu getting his latest cut

at the hairdresser alongside Taekwondo star Aaron

Cook and Paralympic athlete Stefanie Reid.


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As the race reaches its conclusion the two characters

arrive at the Olympic Stadium. We cut inside to seeBolt as he settles into the starting blocks. He looks up

and gives a wry smile as he realizes that his Competitor

across London was in fact the starter for the sprint.
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As Bolt rises in the blocks and the starting gun fires,

the camera pans out to reveal the London 2012Olympic Stadium from above and the commercial

closes with the words 'Flow Faster with Visa',

reflecting the focus on speed and ease of the new ways

to pay with Visa.

The campaign will bring the Games to life for

consumers across Europe with promotions beginning

at the same time via Visa Golden Space

(www.visa.co.uk/goldenspace) offering the chance to

win ticket packages to the London 2012 OlympicGames and other prizes via prize draw and instant win

competitions.

During Games time, payments innovation will take

centre stage as Visa Europe showcases its latest mobilepayments technology as well as implementing

contactless payments infrastructure across London

and at the Olympic and Paralympic Games venues.
http://www.visa.co.uk/goldenspacehttp://www.visa.co.uk/goldenspacehttp://www.visa.co.uk/goldenspace


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Mariano Dima, Executive Vice President of Product and

Marketing Solutions at Visa Europe, said: "Boltembodies speed, effortlessness and performance the

ability to deliver even on the worlds biggest stage.Similarly for Visa Europe, London 2012 is a showcase

for our latest payments technology including

contactless and mobile payments, which will enablecardholders to experience a secure, reliable and fast

payments infrastructure for the Games and beyond.

Bolt is the perfect fit."

Usain Bolt, Visa Europe Innovation Ambassador,commented: "London 2012 will be the worlds biggest

sporting stage. Ill be there with one goal in mind to

defend my Olympic titles. Everyone knows and trusts

the Visa brand and now that theyre making payments

even easier and faster its a natural fit for me to workwith them."


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Understanding the Target for a Brand