Final answer:
Visa's positioning strategy focuses on features and protections that provide convenience and peace of mind for international travelers, establishing the brand as essential for global use. This branding aligns with the historical evolution of consumer credit which once aimed to signify entry into the middle class.
Step-by-step explanation:
Visa is developing a reputation based on a positioning strategy that emphasizes features and protection for users, particularly when they travel internationally. By highlighting the benefits and security associated with using their credit cards globally, Visa is tapping into the consumer's desire for convenience and peace of mind. This strategy falls under the broader umbrella of brand positioning, which defines how a brand is perceived in the context of the rest of the market and in the minds of consumers. Visa's focus on travel safety, security, and universal acceptance ensures that consumers view the brand as a must-have for international travel, thereby distinguishing itself from competitors.
The ability to use a credit card internationally with protections such as fraud detection and zero liability policies enhances the perceived value of the card. Through consistent advertisement and reliable service, Visa solidifies its position as a trustworthy and versatile payment option no matter where one is in the world.
Understanding the historical context of consumer credit, it's clear that the offer of credit itself was once a means to achieve a certain status and made luxury goods more accessible to the aspiring middle class. This heritage of credit as a tool for upward mobility adds depth to Visa's current positioning strategy, associating the brand not only with the practical benefits of credit card usage but also with the prestige and opportunities that come with owning a Visa card.