Co-Branding Opportunities
Using Research and Consumer Insights to Provide Quick, Knowledge-Based Insights for Early Stage Business-Partner Discussions
Jonathan MarcusGlobal Co-Branding, MasterCard International, United States.
Howard MoskowitzMoskowitz Jacobs Inc., United States.
INTRODUCTION
Today's environment features extreme pressure on financial institutions to continue developing attractive programs for card users, especially in the United States, the market which this paper addresses. Although the credit card industry is highly profitable, there is continuing pressure from member banks to provide greater incentives in order for them to adopt rewards-based programs that are offered to them, and to consumers. Insight into what drives the...