Co-branding and bank card – Finance for all

An English term that comes from the word “brand”, which means “brand”. Co-branding aims to highlight several brands for the development, marketing and/or communication of a product or service.

This type of action, very widespread in the field of publishing and advertising, is trying to develop in the bank card sector. The principle is simple: banks stick the logo of a non-bank brand (e.g. trade mark) next to their logo, the partnership allows customers to offer various benefits (loyalty program, cash reserve, extended guarantee…). This practice is mainly developed in Anglo-Saxon countries and is allowed in France from 1ahem October 2007.

Launched on 1ahem In October 2007, the first co-branded bank card in France was the Carte Bleue Visa Fiat 500, the result of a partnership between the car manufacturer Fiat and Sofinco.

In France, until now, bank cards (GIE credit cards), and precisely because of this they were successful compared to the check, they were uniform products without the possibility of connected credit services (the card was necessarily connected to the account, the amounts due on the card were written off every month).

With application from 1ahem November 2009 European directive on payment services regarding payments within the European Union – especially transfers, direct debits and card payments – and establishmentSingle payment area in the euro area (called SEPA, according to the English initials “Single European Payments Area”), the competition between different operators of payment methods has intensified. Although we could have expected co-branding operations to take off, it remained a minority practice in France.

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