Capital One 2000 Annual Report Download - page 16

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n the past we prospered by rid-
ing the coattails of two of the
world’s best-known brands,
Visa® and MasterCard,® but as
we increase our Internet marketing and
expand our product line, we need a power-
ful brand of our own.
I
A High-Flying
rand
Marketing pro-
fessionals say
a brand is a
promise that
when kept cre-
ates a prefer-
ence. That defini-
tion hits home
at Capital One,
because keeping
promises—to
customers, as-
sociates and
shareholders—
is one of our fun-
damental values.
We know that
we recruit and
strengthens our
reputation as
a championship
team. And it makes
us a highly desir-
able partner for
business alliances
and joint ventures.
To people frus -
trated with the ex-
perience of man-
aging personal
financial issues,
Capital One is the
financial service
brand that pro-
vides empowering
solutions with
refreshing clarity.
We provide valu-
able products and
efficient, caring
service, giving our
customers more
control over their
finances and leav-
ing them with more
money and more
time to enjoy it.
A strong brand
will differentiate
Capital One from
the host of other
MasterCard® and
Visa® issuers. Our
brand-building
efforts have already
increased customer
response rates.
Brand strength
also increases our
attractiveness to
the star talent
the only way to
build a brand is
to live it, and our
way of living it is
to deliver the
best products,
the best prices,
the best service,
straight talk and
fair dealing. To
ensure that we
do deliver, we
continuously
monitor and re-
fine the quality of
our interactions
with customers.
The Capital One brand
is young and rapidly
gaining altitude.