Communication Strategies Analysis of American Express

In the International Digital Marketing Communications module, my team undertook an in-depth case study of American Express, focusing on their communication strategies and brand positioning. We analyzed the company's target audience and employed the BCG matrix to assess their market presence. Our research encompassed a detailed evaluation of their communication strategies, highlighting effective messaging and engagement techniques. Based on our findings, we provided actionable recommendations for enhancing their marketing efforts. To complement our analysis, we created a reference advertisement that exemplified the brand's values and communication style. This project not only honed my analytical skills but also deepened my understanding of how established brands navigate the complexities of digital communication in a competitive landscape.