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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