U.S. Market for Co-Branded and Affinity Credit Cards

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Published Nov 15, 2004 | 246 Pages | Pub ID: LA980743

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Over the last two years, the market for co-branded and affinity cards has been reinvigorated. Leading bank card issuers have struck major deals, many partners are changing issuers, and new cobranded card programs have been introduced, with more on the way. Cobranding and affinity strategies have also moved from the credit to the debit realm. In addition, consumers and merchants alike are adapting to new electronic payment technologies, creating additional opportunities for increasing customer retention via cobranded card strategies.

Relying heavily on detailed interviews with industry sources, The U.S. Market for Co-branded and Affinity Credit Cards contains a wealth of tables, charts, information, and concise and pointed analysis that provides well-founded insight into virtually all aspects of co-branding. The report scrutinizes the co-branding strategies of Visa, MasterCard, Discover, and American Express, provides a competitive analysis of the major cobranded card issuers, and tracks the major developments faced by the cobranded card market. In doing so, the report assesses such factors as consumer credit and debt trends, bank card profitability trends, customer retention and growth trends, rewards and benefits trends, consumer usage trends, and market sector (such as hotel, airline, retail, restaurant, petroleum, and supermarket) trends. The report also estimates the total value of co-branded cards in circulation and projects the future of co-branded card industry growth.

Report Methodology
The information in The U.S. Market for Co-branded and Affinity Credit Cards is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the co-branded and affinity credit card market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004.

The report looks at every segment of the co-branded and affinity credit card market, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on the use of co-branded and affinity credit cards. It provides up-to-date competitive profiles of marketers of co-branded and affinity credit cards and discusses the influence of demographic trends as a driver of usage.

What You’ll Get in this Report
The U.S. Co-branded Credit and Affinity Card Market makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Co-branded Credit and Affinity Card Market offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the major co-branded credit card marketers and analyses of the products they market)
  • The Consumer (who’s buying what, and where)
  • Trends and Opportunities

    Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

    Scroll down to see a more detailed outline of the contents of this report.

    How You Will Benefit from this Report
    If your company is already competing in the co-branded credit card market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for co-branded cards, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for co-branded cards based on Simmons data.

    This report will help:

    • Marketing Managers identify market opportunities and develop targeted promotion plans for co-branded and affinity credit cards.
    • Advertising agencies working with clients in the co-branded and affinity credit card industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
    • Business development executivesunderstand the dynamics of the market and identify possible partnerships.
    • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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