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MarketLooks: Co-Branded and Affinity Credit Cards

MarketLooks, from MarketResearch.com, are concise 15-30 page summaries of popular full-length market research reports published by Packaged Facts. This MarketLooks report has been compiled from the following full-length study:

Title: U.S. Market for Co-Branded and Affinity Credit Cards
Published: November 2004


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The following is the abstract from the full report:
Over the last two years, the market for co-branded and affinity cards has been reinvigorated. Leading bank card issuers have struck major deals, many partners are changing issuers, and new cobranded card programs have been introduced, with more on the way. Cobranding and affinity strategies have also moved from the credit to the debit realm. In addition, consumers and merchants alike are adapting to new electronic payment technologies, creating additional opportunities for increasing customer retention via cobranded card strategies.

Relying heavily on detailed interviews with industry sources, The U.S. Market for Co-branded and Affinity Credit Cards contains a wealth of tables, charts, information, and concise and pointed analysis that provides well-founded insight into virtually all aspects of co-branding. The report scrutinizes the co-branding strategies of Visa, MasterCard, Discover, and American Express, provides a competitive analysis of the major cobranded card issuers, and tracks the major developments faced by the cobranded card market. In doing so, the report assesses such factors as consumer credit and debt trends, bank card profitability trends, customer retention and growth trends, rewards and benefits trends, consumer usage trends, and market sector (such as hotel, airline, retail, restaurant, petroleum, and supermarket) trends. The report also estimates the total value of co-branded cards in circulation and projects the future of co-branded card industry growth.


  1. Market Size and Growth
  2. Factors to Market Growth
  3. Projected Market Growth
  4. The Competitive Situation
  5. Recent Ruling Increases Competition
  6. Marketing Dynamics
  7. Industry Segment Dynamics Overview
  8. The Consumer
  9. Bank Issuer Profile: Bank of America

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