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Visa's "It's everywhere you want to be" campaign built brand equity because consumers trust that Visa will be accepted anywhere and everywhere and rely on it every day. MasterCard has increased its market share and brand equity by positioning itself as the best way to pay for everything that matters through the Priceless campaign, which uses mystery and surprise to tell stories that emphasize family values and create an emotional connection with people. The biggest threat to MasterCard gift cards is actual gifts and closed loop gift cards because people view them as more personalized and appropriate for loved ones...
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