This Chase case study forms part of the Financial Services Consumer Insights series, as part of which best practice in specific areas of FS are highlighted.
Scope
- This case study analyses the key successful elements in Chase’s marketing and communication strategy - The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly - The Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies
Highlights
Given that Chase was one of the few credit card companies that didn't significantly curtail marketing in 2009, the campaign has dramatically increased and improved brand perceptions and highlighted them as innovators in the credit card industry.
Reasons to Purchase
- Gain insight into the methods used by important industry players to give them a competitive edge - Identify the implications of changing consumer behaviours - Capitalize on the knowledge of experienced companies when entering a new niche or market
