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Issue:

Social Issues

 

Written by:

Tiffany R

 

Date added:

December 19, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 485

 

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5541 times

 

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Essay content:

Visa's "It's everywhere you want to be" campaign built brand equity because consumers trust that Visa will be accepted anywhere and everywhere and rely on it every day. MasterCard has increased its market share and brand equity by positioning itself as the best way to pay for everything that matters through the Priceless campaign, which uses mystery and surprise to tell stories that emphasize family values and create an emotional connection with people...
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The biggest threat to MasterCard gift cards is actual gifts and closed loop gift cards because people view them as more personalized and appropriate for loved ones. In 20005, nearly 85% of all gift card purchases were closed loop even though most people prefer to receive universal gift cards. MasterCard needs to use their sponsorships to personalize gift cards, and tell a lighthearted but honest story of giving the right gift to hard-to-buy-for teenage to college age relatives that often receive gifts they are not excited about...
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