Co‐branding in Europe

Abstract

Presents an empirical stuA co‐branded card is a partnership between a bank or financial institution and a commercial organization. New kinds of organizations are becoming involved and new, high‐value packages are being offered to the consumer. Co‐branded cards, like GM, Ford and AT&T, have made a huge impact on the US market and GM and Ford are doing very well in the UK. Argues that although the European banks have been resisting their incursion, they will not be able to stop this inevitable trend. Discusses the raison d’être of co‐branded cards, what inroads have already been made in Europe and which market sectors are likely to follow.