Trends Report

Best And Worst Of Financial Services Brand Building Web Sites, 2009: Credit Card Providers

August 17th, 2009
Ron Rogowski, VP, Executive Partner
Ron Rogowski VP, Executive Partner
With contributors:
Harley Manning , Rachel Zinser

Summary

How good are the brand experiences offered by major credit card Web sites? To find out, we graded the sites of four top brands — American Express, Capital One, Citigroup, and Discover — on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Discover — passed both of our brand tests. To improve the brand experience, credit card providers need to use legible fonts, improve card selector tools, and differentiate based on unique brand attributes.

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