The commoditization in the credit card industry

According to the Brand Keys (www.brandkeys.com) Brand Survivability Assessment, American Express (# 20) is the only financial brand in the top 50 brands recognized by Americans . Credit cards have become a commodity. From a historical perspective, store credit cards were the "modern" thing when they were introduced as new and convenient. They provided an additional touch point for stores with consumers, and some actual continuity early on too. But in light of the introduction of more broadly used (and promoted) cards, like VISA, Discover, and MasterCard they have become relics.
One of the many companies in the middle of all this commoditization is the New York, NY-based American Express Company. Not many years ago, most credit card offers arriving in your mailbox were barely a notch above other junk mail. Today it is common to receive a couple of offers each week; some with single digit interest rates and/or annual fee waivers. The......

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Title: The Commoditization In The Credit Card Industry
Approximate Word Count: 684
Approximate Pages: 3 (250 words per double-spaced page)

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