Our brand
One brand strategy
Brand expression
Power of Priceless
Asset Library
GUIDING PRINCIPLES FOR THE MASTERCARD BRAND IN PAYMENTS AND BEYOND
“Mastercard is one of the most trusted brands in the world. When customers see our Symbol powering their transaction, they know their payments are safe. Now, let’s leverage this peace of mind as we expand our brand in payments and beyond.”
-Raja Rajamannar, Chief Marketing & Communications Officer
#12
Outpacing its competitors in brand equity growth, thanks in large part to its focus on innovation, long-established reputation as a beacon for trust, and proven purpose-driven initiatives.
Trust is more than table stakes, it’s our promise
In today’s hyper-connected digital world, secure and trusted payments are more critical than ever. Consumers need to be reassured that they and their information is safe, and Mastercard’s brand presence conveys the attributes that give them that reassurance.
For consumers
Our branding reinforces critical equities of trust, security, and prestige, and wherever they see the Mastercard logo, they know they can pay without worrying about acceptance, fraud or false declines.
For customers
When partners display the Mastercard logo in a consumer payment flow, they maximize the consumer experience and provide a significant halo for their own brands.
OUR ONE BRAND STRATEGY
Demonstrating our value in payments and beyond
At Mastercard, we follow a ”One Brand” strategy that leverages the parent brand as the umbrella for all its products, programs, and services. One Brand Strategy allows us to diversify and extend our brand beyond consumer payments into new segments, leveraging the power of the Brand, and its promise, as a tailwind to support sales while strengthening the brand.
As one of the most trusted brands in the world, Mastercard is in a unique position to tie its powerful brand equity across all products, programs and services that it offers.
With a One Brand strategy, Mastercard avoids creating new brands and logos, amplifying its investment in the universally recognized and trusted Mastercard name and symbol.
Importance of a One Brand Strategy
Builds brand equity
Leading with Mastercard builds our global recognition and reputation and lets us flex and grow to meet new markets and audiences.
Enhances brand flexibility
Allows us to build recognition in new areas of business and stretch our brand as we expand into new rails, markets and audiences.
Increases marketing efficiency
Introducing a new brand identity takes resources and investment and time to develop, trademark and market. Leaning on our existing brand equity gives us the best return on marketing investmernt.
The importance of sonic
Iconic brands are multisensory. Integrate Mastercard’s exclusive sound and animation to provide familiarity, reassurance, and peace of mind to consumers.
Play our sonic at the moment of confirmation to bolster trust at this critical point in the consumer journey.
Our sonic works across omni-channel environments, both remote and in-store, powered and secured by Mastercard, and improving the consumer experience
1 in 5
78%
3.4x
shoppers abandon the checkout process due to payment insecurity
of consumers prefer the Checkout Sound and Animation experience when shopping through digital and in-store channels
times stronger assurance around safety, trust, and acceptance with Checkout Sound and Animation
Our Brand presence in the moments that matter
Mastercard is known worldwide for payments partly due to years of vigilant branding principles. This ensured our brand received credit for every consumer transaction. It is critical we continue this discipline to ensure our brand is present at the key moments that matter – the moments that deliver trust, confidence and reassurance to the consumer whether in-store, in-app, or in e-commerce.
Consideration (product introduction, authentication, enrolment)
Do I trust this brand with my data?
This first step of the journey is critical. If consumer confidence and reassurance is not communicated with strong Mastercard presence at initiation of the engagement, acquisition and adoption could be at risk.
Consent & Confirmation
Did my data get safely transferred?
Reassurance that a transaction or action was made safely and securely leads to greater peace of mind and confidence to engage with a brand in the future.
Acceptance
Where can I use this product, service, or technology?
Signaling Mastercard acceptance is critical throughout the consumer journey, signaling safety, reliability, and convenience.