Currently American Express is the 15th most valuable brand in the world. Its worth is estimated at a staggering $20.87 billion. Founded in 1850 in Buffalo, New York by three men, Henry Wells, William Fargo, and John Butterfield, American Express became an official business. Soon after the announcement, the company moved to Manhattan, purchased a few small rise buildings and set up shop. Today the headquarters building is directly across from ground zero in downtown Manhattan and has been the official site of American Express since April 1986.
When considering the reach that American Express has to businesses and consumers, Globalization is an idea that comes to mind. As the global market continues to expand at its rapid rate, more offices are needed to fit the growing demand. American Express has set up global offices in many countries such as, Toronto, Canada, Brighton, England, UK offices in Sussex, the Asia-Pacific headquarters in Singapore and the Latin American & Caribbean division is located in Miami, FL. The alliance that ‘AMEX’ has as a global network stretches worldwide and is still in further development and expansion.
As you might remember back a year, AmEx was using a slogan for their advertising campaign called; “My Life. My Card.” Described as, “The theme, appearing in ads for American Express charge cards since November 2004, is being supplanted, beginning Monday, with a campaign that replaces a general, image-oriented approach with a specific, product-focused tack.” (Are You? 1) This campaign was semi-successful even though it came to an end a few months ago. In light of the new change it was... [continues]
Cite This Essay
(2008, 06). American Express; a Look Into Social Marketing. StudyMode.com. Retrieved 06, 2008, from http://www.studymode.com/essays/American-Express-Look-Into-Social-Marketing-154840.html
"American Express; a Look Into Social Marketing" StudyMode.com. 06 2008. 06 2008 <http://www.studymode.com/essays/American-Express-Look-Into-Social-Marketing-154840.html>.
"American Express; a Look Into Social Marketing." StudyMode.com. 06, 2008. Accessed 06, 2008. http://www.studymode.com/essays/American-Express-Look-Into-Social-Marketing-154840.html.