Capital One 2003 Annual Report Download - page 12
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We believe a strong brand is invaluable.
And so are the promises behind it.
Creating a great image is just the first step in building a great brand.
Then comes the round-the-clock, customer-by-customer work of living
up to your promises.
Five years ago, we set up a brand-building team to make Capital One
a standout among credit card issuers. Now 97% of the public knows our
name, and when people are asked which company they’d consider first
for a credit card, Capital One is near the top of the list.
Our “What’s in your wallet?SM” ads, aired during top-rated TV
series, college football games and other high-profile events, have made
the Company a “pop culture touchstone,” according to Ad Age®,
which named Capital One to its 2003 Marketing 50 list. Reaching
97% of American households 87 times a year on average, the ads
have significantly increased the effectiveness of our direct mail and
Internet marketing.
We’re now the title sponsor of the Capital One BowlSM
. During
the college football season, more than 4.5 million viewers visited
capitalonebowl.com to vote for their favorite member of the
Capital One All-America Mascot TeamSM
, a contest staged in the
playful spirit of our “What’s in your wallet?SM” campaign. The
contest increases brand awareness, and the title sponsorship
reinforces the perception of Capital One as a leader in consumer
financial services.
The Capital One that people see in the ads is distinctly different
from other financial-services providers. Cool. Innovative. And most
important, on the customer’s side, with great value, terrific service
and no hassle. That’s the package we strive to deliver in every product
and every customer contact. The Capital One brand, already a
powerhouse, will be increasingly valuable as we continue to diversify.
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand bra
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