An Enduring Brand

The value of a company's brand is impossible to define accurately. It is safe to say that American Express (AXP) controls a brand worth multiple billions of dollars. The company as a whole is worth over $88 billion and processing more than $1 trillion in credit card charges every year.

Begun as a humble horseback-delivery service in 1850, focused on carrying high-value packages.

With such a strong and enduring brand, American Express should continue to have stronger than average returns on earnings.

Buy some AXP today, then wait for a pullback to purchase additional shares.

Disclosure: I wrote this article myself, and it expresses my own opinions. I have no business relationship with any company whose stock is mentioned in this article.