Brands & Branding and Private Labels Case Study

Visa International: Building a Global Brand

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