13 of 50
American Express
American Express
Top 50 rank: 13
Rank in Consumer Credit Card and Related Services: 1
(Previous rank: 2)
Overall score: 7.55

Why it's admired:
Admired for its customer service and affluent clientele, this credit card company—America's largest in terms of spending—saw its stock rise 22% last year. But the company struggled in the fourth quarter with card income falling 42%, recently cut 5,400 jobs and revealed it would spend $153 million in fines and refunds to compensate for consumer protection violations dating back to 2003. In another departure, AmEx spread its wings last year with the launch of BlueBird, a prepaid card available at Wal-Mart. —EF

New York, NY
Website: www.americanexpress.com
Nine key attributes of reputation
Industry rank
People management
Use of corporate assets
Social responsibility
Quality of management
Financial soundness
Long-term investment
Quality of products/services
Global competitiveness
From the March 18, 2013, issue.

What do you think of American Express?
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