Business Case Studies, Brands & Branding and Private Labels Case Study, VISA, Global Brand

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Visa International: Building a Global Brand

Publication Year : 2005

Authors: Komal Chopra

Industry: Banking, Insurance and Financial Services

Region:USA

Case Code: BBP0053P

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
Visa International has emerged as a global market leader in payment solutions. The company has 21,000 member financial institutions spread across 150 countries and operates more than 924,000 ATMs worldwide. In 2005, Visa has achieved card sales of more than US $ 3 trillion. Globally, the perception of Visa as a card of convenience, acceptance, flexibility and security has helped build consumer trust in the brand. Visa’s main competitors are MasterCard and American Express. Visa’s adoption of a localized marketing approach to promote the card is a major contributor to its success. The case discusses the different branding strategies adopted by Visa International to attain a leadership position in the global market. It also discusses the challenges Visa is likely to face from its competitors in sustaining its brand leadership in the future.

Pedagogical Objectives:

  • The case discusses the different branding strategies adopted by Visa International to attain a leadership position in the global market
  • It also discusses the challenges Visa is likely to face from its competitors in sustaining its brand leadership in the future.

Keywords :  VISA, Global, Branding, Alliance, Sponsorships, Brands & Branding Case Study, Payment cards, MasterCard, American Express

Contents:

  • Giving Visa a fresh look again
  • Background note
  • Adopting a universally accepted name – VISA
  • Global Expansion

  • Building consumer trust
  • Staying ahead of competition
  • Sustaining Brand leadership

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap