Visa’s Blog – Visa Viewpoints


Sep 15, 2010

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Visa Ranks #82 on Interbrand’s Best Global Brands List

For the third consecutive year, Visa was named to the Best Global Brands list compiled by consultancy Interbrand, which calculated Visa’s brand value to be more than $3.9 billion. Visa was one of the list’s biggest risers, coming in at #82 this year, a significant move of 12 spots on the list. In 2009, Visa ranked #94 and in 2008, the first year Visa was eligible for inclusion, we debuted at #100. Since our debut on the Best Global Brands list in 2008, we’ve also seen our brand value increase $660 million.

Best Global Brands is considered one of the most influential benchmark studies by business leaders. Click here to see the Top 100 ranking and here to see the full report.

Perhaps one of the biggest reasons I’m so proud of our inclusion and position on the list, is because it validates the hard work and substantial efforts that’s taken place over the past year, all while we’ve been able to keep our marketing budget flat. Quite an accomplishment!

For example, we celebrated the one year anniversary of our first-ever global campaign “More people go with Visa,” that has enabled us to speak around the world with one consistent message and support our core growth strategy of building preference for Visa over cash and checks. Over the past year, our research has shown that we’ve made strong gains in delivering that message in our key markets.

We also activated against two of the largest global sporting events, the Olympic Games and FIFA World Cup, which continue to have a positive impact on our brand and our clients’ and partners’ businesses. Our programming in support of these events marked a series of firsts for Visa. Building on the strategic framework of “More people go with Visa,” we launched global marketing campaigns in support of these iconic sporting events (Go World and Go Fans) that were customized and executed locally for maximum relevance and impact. We also made a significant commitment to digital media within our overall marketing mix and created a series of extensions for our campaigns on Facebook and YouTube to connect with cardholders.

Finally, with an eye toward driving greater effectiveness and efficiencies within the marketing function, we also deconstructed the traditional creative process and replaced it with a “media first” approach that maximizes consumer impact and brand relevance. Consumer-centric media planning is now step one in our creative process. The result is more persuasive and relevant creative delivered through channels that amplify messaging and deliver innovation across emerging and traditional outlets.

The past year has been a truly historic year for Visa, and we look forward to building on these successes in the months ahead.

Posted by: Antonio Lucio, Chief Marketing Officer on September 15, 2010 at 6:15 pm