Read the American Express case beginning on the bottom of page 296.
1. How has American Express's positioning changed over time?
2. Evaluate American Express's competition; who are they and what are their relative strengths and weaknesses? What are the POPs and PODs in the industry?
3. Evaluate American Express's integration of its various businesses. Is the corporate brand sufficiently coherent?
1. How has American Express's positioning changed over time?
2. Evaluate American Express's competition; who are they and what are their relative strengths and weaknesses? What are the POPs and PODs in the industry?
3. Evaluate American Express's integration of its various businesses. Is the corporate brand sufficiently coherent?
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