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    The Way The World Pays

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    rainasanjeev_1
    The document discusses Visa's brand extensions and how they helped strengthen the Visa brand. Visa's vision is to be "the way the world pays" by enabling commerce anywhere, anytime through various payment methods. To stay aligned with this vision and changing consumer preferences, Visa extended its brand into new products like debit cards, stored value cards, online transactions, mobile payments, smart cards, and mini cards. These extensions reinforced Visa's brand promise of trust, global acceptance and convenience. They helped Visa keep up with technological changes, increase its customer base, and build greater brand loyalty.

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    The Way The World Pays

    Uploaded by

    rainasanjeev_1
    24 views22 pages
    The document discusses Visa's brand extensions and how they helped strengthen the Visa brand. Visa's vision is to be "the way the world pays" by enabling commerce anywhere, anytime through various payment methods. To stay aligned with this vision and changing consumer preferences, Visa extended its brand into new products like debit cards, stored value cards, online transactions, mobile payments, smart cards, and mini cards. These extensions reinforced Visa's brand promise of trust, global acceptance and convenience. They helped Visa keep up with technological changes, increase its customer base, and build greater brand loyalty.

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    Original Title

    Visa Group 2

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    The document discusses Visa's brand extensions and how they helped strengthen the Visa brand. Visa's vision is to be "the way the world pays" by enabling commerce anywhere, anytime through various payment methods. To stay aligned with this vision and changing consumer preferences, Visa extended its brand into new products like debit cards, stored value cards, online transactions, mobile payments, smart cards, and mini cards. These extensions reinforced Visa's brand promise of trust, global acceptance and convenience. They helped Visa keep up with technological changes, increase its customer base, and build greater brand loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    24 views22 pages

    The Way The World Pays

    Uploaded by

    rainasanjeev_1
    The document discusses Visa's brand extensions and how they helped strengthen the Visa brand. Visa's vision is to be "the way the world pays" by enabling commerce anywhere, anytime through various payment methods. To stay aligned with this vision and changing consumer preferences, Visa extended its brand into new products like debit cards, stored value cards, online transactions, mobile payments, smart cards, and mini cards. These extensions reinforced Visa's brand promise of trust, global acceptance and convenience. They helped Visa keep up with technological changes, increase its customer base, and build greater brand loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 22

    The way the world pays…

    Objective
     To discuss the various brand extensions of VISA,
    the logic behind getting into these extensions and
    how it helped to strengthen their brand.
    Agenda
     VISA – Vision & Brand promise
     The brand visual identity
     The conception of the brand idea
     Brand Extensions
     Key Learnings
    Vision
     To be 'the way the world pays' by enabling buyers
    and sellers to conduct commerce anywhere, anytime,
    and in any way they choose.
    Brand Promise

     Trust, global acceptance and convenience


    Brand Evolution
    Conception of the brand idea

    Why into payment mechanisms only

    – VISA brand stood for single product functionality in


    consumers mind (debit or credit facility)

    – Brand association with functional and emotional


    benefits

    – Consumers expected that VISA could be more than it


    was
    Brand extensions
     Credit cards

     Debit cards

     Stored value cards


    – Travel Card
    – Visa Gift card
    – Visa Cash

     Visa Electron ( Security system )


    Online transactions
     Advent of Internet
     Economic growth
     Changing consumer preference
    – Convenience
    – Faster transaction

     Verified by VISA ( Security system )


    Mobile payment
     Advent of mobile telephony
     Attractive market, high growth
     Increasing competition, could not take brand for
    granted
     Consistent with company vision
    Smart cards
     Embedded microchip to store encrypted,
    confidential information and carry multiple
    applications from different industries alongside
    debit, credit or prepaid payment applications
     Creates an identification of the user
     Authorizes transactions safely offline and limits
    fraud
     Came up with this due to a constant need to innovate
    Mini cards
     Easy to carry on a key ring, a mobile phone or other
    carry-along device
     Companion card
     Functions same as normal size card
    Visa PayWave
    “ Contactless is one of those inflexion points, like the
    introduction of magnetic stripe technology, which
    could pro-foundly change the electronic payment
    industry. ”
    -Kenneth Sommer,
    CEO VISA International
    Visa commercial
    Customized Payment Solutions
     VISA Corporate
     VISA Business
     VISA Purchasing
     VISA Distribution

    Information Management Solution


     VISA Enhanced Data Service
     VISA Information Source
     VISA travel account manager
    VISA

    From plastic money to


    Mobile to PDA to PC
    electronic chips to contactless
    Locally relevant expressions
    Why under the same umbrella
    brand???

     All Visa products were payment systems and were


    relevant to the brand vision

     Every new product reinforced what Visa stood for

     Visa could transfer the values of the brand to every


    new product
    Did the extensions help??
     Reinforcement of the brand promise
     In sync with the company vision
     Helped keep up with the changing times
     Increase in customer base
     More brand loyalty

    Strengthening of the brand


    Key learnings

     Think global, act local


     Extend only into what is logical and not into what you
    can do
     Adaptability of new technologies give an impetus to
    growth
     Visual identity of a brand should be transferable

    ‘Use it or lose it!’


    Thank You!

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