Consumers Identify Credit Cards by Network, Not Bank

Whether naming the best or worst credit card in their wallet, consumers call it by the network–Visa, MasterCard, American Express or Discover–rather than the bank brand. According to research by Auriemma Consulting Group (ACG), consumers tend to more readily identify network brand even though networks do not control card features, pricing or service.
 
ACG asked participants in its Cardbeat® syndicated market research report to think about the cards that best meet their expectations in customer service, pricing and value. It recorded how respondents referred to that card.

"We were surprised that more respondents did not think of their bank name before the network brand considering that mass-media brand advertising among large issuers has intensified so much in the last two years," says Megan Bramlette, Cardbeat’s managing editor.