Empirical studies on brand assets in financial services sector taking credit card marketing as an example

With the all-round opening of financial industry in China, the competition in China banking sector increases dramatically. One of the decisive factors to the reform of industrial structure is how to foster credit card products, therefore nothing but the product differentiation can Really gain market share. Consequently the brand extension following the issuing of personalized credit card is obviously the indispensable part to improve credit card products. This essay was performed to see the marketing and management strategy from the issuing to the brand extension of credit card. SPSS and economics AD curve model were used to analyze the data collected. Differentiation is concluded and suggestions are made based on the consumer psychology and reasonable brand extension.