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VISA INTERNATIONAL CONFIDENTIAL Building Global Brands John Elkins, Executive Vice President Global Brand, Marketing and Corporate Communications Asian Leadership Conference Seoul, Korea 4 March 2005 VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 2 Visa The Way the World Pays VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 3 Members and Visa Have Created: Unsurpassed acceptance in more than 150 countries $3 trillion annual volume 2X share of nearest competitor Nearly 60% share of all on- line transactions Industry Leadership Highest top of mind and unaided brand awareness Highest levels of ownership, usage and purchase loyalty Most robust health of global payment brands Consumers’ choice as best overall card A Powerful Brand VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 4 The Visa Brand Global ubiquity with real power in local markets VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 5 Global Ubiquity, Local Power “Visa equals total freedom.” - Spain “You can go anywhere in the world and you will find it.” - Argentina “With Visa, I can go anywhere.” - Japan VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 6 “I use Visa because it is French.” - France “Visa is the only brand speaking a universal language.” - Italy “Visa—as essential as rice.” - Korea Global Ubiquity, Local Power VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 7 Locally Relevant Expression “Visa. It’s Everywhere You Want to Be.” “The Future Takes Visa” “Visa. All It Takes.” “Visa. All You Need.” “Life is Now” “Visa. All You Need.” VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 8 What Companies Are At Risk? VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 9 Moving Beyond Cards to Deliver More Value to Payment Experience VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 10 Global Brand Positioning Visa users have the power to make things happen VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 11 Long Term Partnership with Premiere Sporting Events Vancouver Torino Paris Beijing Athens VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 12 Partnership of Premier Global Brands Visa and Olympics Shared Attributes Leadership Confident Empowering Achievement Universal VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 13 Partnership of Premier Global Brands Visa and Disney Inclusive Engaging Aspirations Innovative Life-Enhancing Magic VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 14 A Promise Made Around the World Guaranteed acceptance Guaranteed payment Anywhere, any time, any way for anyone VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 15 Importance of Payment Systems ‘Effective and efficient payment systems are vital for the economic development of emerging countries... to promote the development of commerce, enhance economic policy oversight, reduce the financial, capital and human resources devoted to the transfer of payments and control the risk inherent in moving large values.’ World Bank “Modernizing Payment Systems in Emerging Economies” VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 16 Value of Electronic Payments Lower transaction costs Stimulate higher consumption and GDP Increase government efficiency Boost financial intermediation Improve financial transparency VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 17 Retail Payment Systems Settlement Arrangements Clearing Arrangements Authorization Buyer Seller Buyer’s Bank (Paying Bank) Seller’s Bank (Receiving Bank) VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 18 Required Infrastructure Credit management Lending efficiency Credit Bureaux Payment System Communications Infrastructure VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 19 A Range of Opportunities Efficient government operations Banking the unbanked Small business finance VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 20 Banking Services for the Unbanked Many governments are using payment solutions to help the unbanked manage funds VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 21 All Personal Cross-Border Remittances (2002 US$300bn by Visa Region) $8 $64 $113 $67 $70 $3 $99 $57 $42 $112 $3 $13 US EU+ AP CEMEA LAC Canada Inflow Outflow Source: Accenture analysis, Celent Communications, BCG, WEFA. Includes both formal and informal transfers. VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 22 Unleashing Entrepreneurs On average only 37 out of 100,000 companies receive traditional venture capital VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 23 Managing the Visa Reputation Field a globally targeted communications campaign with country level perspective to support a simultaneous 2-pronged strategy that: – Defines who Visa is and who it is not – Addresses the benefits Visa provides: – Choice, – Security, – Opportunity Following Same “Global yet Local” Principle to Tell the Visa Story VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 24 Corporate Reputation Use Global Arena to Showcase Leadership, Transparency and Openness Worldwide Report Presence at Davos Executive Visibility VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 25 Corporate Reputation Personal contact with stakeholders is a priority at the country level One-on-one dialogue rather than collateral is more important than printed materials with key, influential stakeholders Very receptive to hearing from Visa Local Contact Makes Visa Corporate Message Relevant and Credible VISA INTERNATIONAL CONFIDENTIA GBM-151 Building Global Brands – 26 Corporate Reputation Corporate reputation is a borderless issue; need to be sure positions are aligned by country Identify relevant issues and core themes Share best practices on personlizing Global Policy Setting Group Identifies Key Strategies and Issues
