Co-branding opportunities - using research and consumer insights to provide quick, knowledge-based insights for early stage business-partner discussions

Co-branding and affinity cards are an important growth area for credit card companies worldwide. However, it can be a difficult thing to get co-branding right.

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...

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