Visa 2007 Annual Report Download - page 21

Table of Contents
printed on the card, rather than embossed with raised lettering. These unembossed cards reduce the risk of fraudulent card use at merchants that do not have
electronic point of sale terminals that are capable of seeking transaction authorizations from the card issuer.
Money Transfer. Visa Money Transfer is a remittance platform that our customers use to allow their cardholders to send funds to other Visa cardholders
with accounts at participating financial institutions. The funds are credited directly to the individual's Visa credit, debit or prepaid account. Our customers can
deploy our standard Visa Money Transfer service, which includes sophisticated anti-money laundering, fraud and risk controls, or they can develop their own
customized services. Our customers also offer domestic and cross-border money transfer services using Visa prepaid cards in LAC, CEMEA and AP regions.
Payments Network Management
We devote significant resources to ensure that Visa is the payments network of choice for customers, merchants and cardholders. We seek to
accomplish this by promoting our brand through marketing and sponsorship activities, increasing acceptance of Visa-branded cards around the world and
ensuring that the system operates in a reliable and secure manner for all of our network participants.
Brand Management and Promotion
We engage in a variety of activities designed to maintain and enhance the value of our brand. Our integrated approach to brand management and
promotion combines advertising, sponsorships, promotions and public relations to create programs that build active preference for products carrying our
brand, promote product usage, increase product acceptance and support cardholder acquisition and retention. For merchants, we work to ensure that the Visa
brand represents timely and guaranteed payment, as well as a way to increase their business profitably. For our customers, our marketing is designed to
support their card issuance, activation and usage efforts while complementing and enhancing the value of their own brands. For cardholders, we work to
ensure that Visa is a symbol of security, convenience and acceptance. By emphasizing these core attributes of our brand, we aim to reinforce the recognition
that Visa is "The World's Best Way to Pay."
Advertising plays a critical role in building brand awareness and equity, as well as communicating the benefits of our brand and Visa-branded payment
products. Through our advertising campaigns, we strive to provide a consistent, recognizable and compelling message that supports our brand
positioning. During 2006, we launched our "Life Takes Visa" brand campaign in the United States, reinforcing our brand promise to deliver innovative
products and services that empower our cardholders to experience life and business their way and on their terms. In other regions, we promote these same
brand messages through tailored regional and country-specific advertising campaigns, such as our "All It Takes" campaign in AP and our "Porque La Vida es
Ahora" campaign in LAC.
We establish global marketing relationships to promote the Visa brand and to allow customers to conduct marketing programs in conjunction with
major sporting and entertainment events. Through these marketing relationships, our customers may develop marketing programs that include the Visa brand
and mention our sponsorship status. In addition, we engage in marketing and sponsorship activities around other national and local events or with associations
and companies to provide customized marketing platforms to customers in certain countries and regions.
Our customer and business partner marketing consulting services provide customized advice and support to improve our customers' cardholder
acquisition, cardholder retention and product usage efforts. We conduct strategic reviews of our customers' marketing activities and portfolio management
practices, help them develop acquisition and retention programs, develop marketing for new products, conduct market segmentation analysis and perform
other consultative services. In addition to customized consulting projects, we offer training to provide our customers with an understanding of best practices
for managing their payments business.
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