Saturday, January 30, 2010

American Express, a Global Brand

Founded in 1850, American Express has had quite a storied American history. Starting off as a dusty traveler of western expansion, forwarding freight and valuables to the growing and prosperous nation, the express company has grown into a American success story. After serving as the official currency exchange service on Ellis Island as well as wearing other various delivery and financial hats, the organization evolved into a company that created and sold financial products such as money orders and travelers cheques.

The general themes of the now "global payment company" include American perseverance, innovation, good citizenship and dedication to history and far-reaching customer service. These themes have stayed fairly consistent from the 19th century until today. Examples of the far-reaching customer service, good citizenship, historic link & innovation themes all rolled into one dates back to the brands heyday and consequently can still be witnessed today in some of their practices & marketing concerns. During World War 11 American Express was appointed official agent of the British government in charge of delivering relief parcels and money etc. to British P.O.W.'s in Germany and elsewhere. Also the fact that the brand was actually present & providing financial assistance to the throngs of immigrants on Ellis Island carries the themes of historic links, customer service & innovation. American Express also introduced Traveler's Cheques in 1891 and has been offering cards in markets outside the U.S. since 1958; traits showcasing innovation.

Then in 1983, American Express was one of the earliest users of "cause marketing" when they ran a promotion that for every time a member used their card they would in turn donate a penny to the restoration of the Statue of Liberty. Small businesses are also important to the brand, and they demonstrate this today with their providing of credit & assistance to small businesses and companies through their "Small Business Network."

When I think of American Express, the brand to me means trust, quality and American perseverance. First, they have been ranked by Business Week as the 22nd "most valuable brand in the world" and in 2005 it ranked in the top twenty of the "2005 Most Trusted Companies." They survived an attempt in the 1930's by J.P. Morgan Chase to totally absorb the organization, and have continued to evolve and grow. They have been around since 1850 in different capacities and have played an intricate role in American history (to make money of course..but still).

33 comments:

20123 said...
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樸素 said...
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GeraldF_Rotter雅慧 said...

待人要誠心,做事要用心,勝負平常心。......................................................

1hose韻如ak09r_cruickshan said...

very popular to u! ........................................

Glennie9654 said...

當身處逆境時,要能忍一時之氣,吃一時之苦,並及早確立自己的目標,總有一天,你會嘗到那甘美的果實。

FrederickI_Ferre馨儀 said...

It's great!!............................................................

730A_ngelinaRabideau0 said...

人有兩眼一舌,是為了觀察倍於說話的緣故。......................................................

彥安彥安 said...

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文剛 said...

人生是故事的創造與遺忘。..................................................................

江婷 said...

河水永遠是相同的,可是每一剎那又都是新的。......................................................................

皇銘 said...

Quality is better than quantity.................................................................

青卉青卉 said...

幸福不是一切,人還有責任。............................................................

吳婷婷 said...

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佳皓佳皓 said...

Hello~Nice meet you~~............................................................

芳容222許林堅林芳容儀 said...

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MinBar林 said...

這麼好的部落格,以後看不到怎麼辦啊!!..................................................................

JasonBirk佳琪 said...

真是太有道理了~~我支持你~~~............................................................

明儒 said...

很棒的分享~~~來留個言囉~~~~..................................................................

ju吳phe宇te佳ns said...

唯有穿鞋的人,才知道鞋的哪一處擠腳............................................................

蔡舜娟蔡舜娟 said...

文章不求沽名釣譽,率性就是真的..................................................................

陳雅茹陳軒豪 said...

一個人的價值,應該看他貢獻了什麼,而不是他取得了什麼.................................................................

蔡苡玄 said...

Never put off till tomorrow what may be done today..................................................................

承王蓁 said...

愛情是一種發明,需要不斷改良。只是,這種發明和其他發明不一樣,它沒有專利權,隨時會被人搶走。.................................................................

家唐銘 said...

愛,拆開來是心和受兩個字。用心去接受對方的一切,用心去愛對方的所有。......................................................................

佳陳容 said...

人不能像動物一樣活著,而應該追求知識和美德............................................................

宗环 said...

愛情是盲目的,但婚姻恢復了它的視力。......................................................................

枝誠侑誠侑竹 said...

希望能常常看到你的更新............................................................

璇陳陳陳竹 said...

聰明人之所以不會成功,是因為他們缺乏了堅忍的毅力。.................................................

守何何何韋 said...

獲益不少,謝謝分享!............................................................

江仁趙雲虹昆 said...

在莫非定律中有項笨蛋定律:「一個組織中的笨蛋,恆大於等於三分之二。」. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

junjun said...

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黃英吳思潔吳思潔邦 said...

男女互悅,未必廝守終生,相愛就是美的。......................................... ........................

鲁涵淞 said...

唯有穿鞋的人,才知道鞋的哪一處擠腳......................................................................