A Gap Fill on American Express

American Express, a.k.a. AmEx, is one of the world’s top 20 brands. The financial services company was in 1850. It is one of the 30 companies that up the Dow Jones Industrial Average index. The company’s business is credit cards and traveller’s cheques. American Express credit cards are seen as a product. Its membership fee is higher than most and it markets itself to a richer, business-travelling . As a result, the company suffers less credit than its competitors. The company likes to keep with tradition. Its “Don’t Leave Home Without It” dates from 1975. AmEx is high on industry lists. ‘Fortune’ magazine listed it as one of the world’s 30 most companies and the ‘New York Times’ reported it has a 91% customer satisfaction rate.