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Table of Contents

3. Executive Summary
4. Market Analysis
5. Competitive Analysis
6. Company Analysis
7. Brand Analysis
8. Consumer Analysis
9. Recommendations
10. Creative Brief

Competitive Analysis

At number one, Visa is the direct obstacle for the distant second, MasterCard, to gain market share and become category leader. Visa's "It's everywhere you want to be" campaign built brand equity because consumers trust that Visa will be accepted anywhere and everywhere and rely on it every day. MasterCard has increased its market share and brand equity by positioning itself as the best way to pay for everything that matters through the Priceless campaign, which uses mystery and surprise to tell stories that emphasize family values and create an emotional connection with people. The biggest threat to MasterCard gift cards is actual gifts and closed loop gift cards because people view them as more personalized and appropriate for loved ones. In 20005, nearly 85% of......


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Approximate Word Count: 484
Approximate Pages: 2 (250 words per double-spaced page)

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