#1Visa Inc. 2017 Investor Day The Power of the Visa Brand Lynne Biggar Chief Marketing & Communications Officer Everywhere You Want to Be VISA#2The Power of the Visa Brand ● ● ● ● Visa has a category-leading brand in the U.S. and globally The Visa brand drives substantial value to clients, and to us Our partners amplify our brand investment We continue to evolve our brand and our programs to stay relevant today and in the digital world VISA#3The best way to pay and be paid, for everyone, everywhere D Acceptance Continue Shopping Subtotal Estimated Shipping Choose method at Checkout Estimated Total Tax calculated at Checkout OR $56.00 $8.00 $66.00 Proceed to Checkout VISA Checkout TED Price $55.00 Security GOMMUD Confidence Frictionless )) HAME 12/20 0.00 1234 5678 9010 VISA VISA VISA#4Visa Has a Category-Leading Brand in the U.S... 68% 8 ● DO VISA 66% Affluent** 69% Non-Affluent** 69% Millennials** 68% Non-Millennials** Credit/debit cardholder brand preference 16% Brand A 12% Affluent** 18% Non-Affluent** 17% Millennials** 15% Non-Millennials** 10% • Brand B 16% Affluent** 6% Non-Affluent** 8% Millennials** 10% Non-Millennials** U.S. Credit/Debit Cardholders are aged 18+ and own a credit/charge card and/or debit card. **Affluent have household income of $100,000 or more. Millennials are defined as aged 18-34. Question: Which of these brands of payment card (credit/charge/debit) do you most prefer? Please select one answer. Sources: Simmons National Consumer Study, Summer 2016, (Nationally representative sample of 800 re-contacts projected a sample of 25,343 U.S. adult credit and/or debit cardholders aged 18+); Simmons Proprietary Research Study, Summer 2016. VISA#5...and Globally 9.4x 7.1x 5.4x 5.2x 4.7x 4.0x Multiple of Visa's lead over next largest global payment network in consumer brand preference 3.8x 3.7x 3.3x 2.8x 2.8x 2.5x 2.4x 2.3x 2.0x Costa Rica 1.7x France 1.6x Russia 1.6x Australia 1.5x 1.5x Mexico Puerto Rico 1.2x 1.2x 1.2x 1.1x 1.1x ▬▬▬▬ Greece Chile Brazil Canada Colombia Source (all countries except UK, France, Greece): Brand Vitality Assessment (BVA) is an on-going quantitative survey commissioned by Visa and conducted by an independent research firm, FactWorks GmbH, among consumers age 18-70 (18-54 in China, Singapore, Hong Kong, Taiwan, South Korea) who have ever used any payment brand. Data collected in 2016. Sample size varies by country, with a minimum of 600 and a maximum of less than 4,000. The most preferred brand is defined as the brand that has received a score of 5, or a lower score that is higher than for any other brand. Source (UK, France, Greece): Brand Health Check is a quantitative survey commissioned by Visa Europe and conducted by an independent research firm, Millward Brown, among consumers age 18-64 who have a bank account. Data collected in 2016. Sample size is 400 per country. Question (all countries except UK, France Greece): Please indicate the extent to which you have a preference for each of these brands: 1. A brand I would never consider 2. A brand I would only consider if I had no choice 3. A brand I would consider 4. One of my favorite brands 5. I prefer this above all others [5 is exclusive and can only be chosen for one brand]. Question (UK, France, Greece): How likely are you to consider choosing each of these brands when you pay for something in person? By this we mean when you are physically in a shop, or any transaction that is not made using the internet: 1. It would be my first choice 2. I would seriously consider it 3. I might consider it 4. I would not consider it. If only one brand chosen as "It would be my first choice" otherwise ask: Which one of your first choices, if any, are you most likely to choose? VISA#6Brand Preference Links to Higher Share of Wallet 12X China 7X Japan 7X Canada Multiple of spend when Visa is most preferred 6X Australia 6X - UAE 5X Brazil 5X Russia 4X U.S. 4X Mexico Footnote: Share of Wallet is defined as the average percentage that consumers reported spending on Visa when thinking about how much money they spent in the last month on the purchase of goods, services and regular monthly expenditures (excluding rent or mortgage payments). Source: Brand Vitality Assessment Survey (BVA) is an on-going quantitative survey commissioned by Visa and conducted by an independent research firm, FactWorks GmbH, among consumers age 18-70 (China 18-54) who have ever used any payment brand. Data shown is for 2016 calendar year. Question: Thinking about last month, approximately how much money did you spend on purchase of goods, services and regular monthly expenditures (excluding rent or mortgage payments)? Question: Thinking about the amount you entered above, what percentage did you spend using each of the following? Please provide your best estimate. Chart is not to scale. Does not include European region. VISA#7Visa's Brand Drives Value for Merchants When Visa Signage is on U.S. Merchant Door, Consumers Are... 2.6x 1.9x more likely to think merchant is reputable 2.2x more likely to enter an unfamiliar store more likely to return for repeat purchase Source: 2016 Value of Visa Research, U.S., is a quantitative survey commissioned by Visa and conducted by an independent research firm, Ipsos LLC. The study was conducted in the United States in November, 2016. Note: Lift is relative to absence of signage. VISA#8Clients View the Visa Brand as a Differentiator E Source: FY17 Visa Client Sample: 1,070 Fls and 324 merchants. % Reporting Visa Brand Stronger Than Competition Financial Institutions Merchants 79% 76% Engagement Study. Q: How would you rate Visa compared to alternative network partners in [Strength of brand to cardholders]? 1 Much worse - 5 Much better. Note: figures above are sum of "4-Somewhat better" and "5-much better." VISA#9Harness the Brand to Drive Outcomes - For Visa and For Clients Sponsorships Now Amplify Client Messages: Rio Olympics Past Olympics I am woman. Watch me fly. SARAH HENDRICKSON // USA GO WORLD They've come a long way. Just to reach the start. VISA 50 Bradesco Wearable United MileagePlus Co-Brand MileagePlus Cards VISA VISA Rio2016 worldwide sponsor Rio 2016 Samsung Pay Andoutsass VISA Costco Acceptance Instagram Sponsored feb www VISA COC Uber RioPool SAMSUNG PAS NEW EVENT: SYNCHRONIZED RIDING shared de experier for the s Best Buy BY Jue 15 a 5.00pm Best Buy + Visa Checkout SAMSUNG SHOULL UBER Pay with Visa Checkout and get $10 off your $100+ BestBuy.com purchase. Brought to you by Visa. Comment SET PICKUP LOCATION Share Save with Visa Checkout Online offer valid thru 8/21/16, whie supplies last. 1 person Seo orma VISA GO FOR THE GOLD WITH VISA CHECKOUT MANABLE AT Learn More VISA#10Using the Brand to Drive Outcomes - For Visa and For Clients Visa brand umbrella amplifies issuer marketing actions in India Here's to the people who step forward to help. To teach our parents and elders how to pay. By using their debit card and mobile phones. Visa is helping bridge generations Visa India @Visa_IND - Apr 9 Pledge to be an ambassador for a digital future! #KindnessIsCashless VISA bit.ly/PledgeOfKindne... OYO ORO #KindnessisCashless ON VISA ANDHRA BANK helping hand shless ANDHRA BANK इण्डियन ओवरसीज़ बैंक Indian Overseas Bank Good people to grow with JOOCASH It's rewarding. on debit card And Barabot.cat Teach someone to go cashless r helping hand Cashless VISA sluzbam zaselkur duh Bak Teach someone to go cashless. It's rewarding. Win upto 5000 cashback when you pay with your JOS Visa debit on debit card offer dh-18 Apr 2017 everywhere VISA everywhere you want to be Visa is your helping h BIG BAZAAR #Kindnessis Cashless Teach someone to go cashless. It's rewarding. 50 INSTANT BIG BAZAAR VISA VISA#11Our Partners Amplify Our Brand Investment ~$1B Source: Visa Operating Certificates CY2016. Merchant locations are provided by Visa's issuing and acquiring financial institutions; card counts include cards carrying the Visa, Visa Electron, V PAY and Interlink brands as well as PLUS proprietary cards. VISA#12Our Partners Amplify Our Brand Investment 3B+ cards ~$1B a>»>>> a>>> >>> VISA VISA VISA Source: Visa Operating Certificates CY2016. Merchant locations are provided by Visa's issuing and acquiring financial institutions; card counts include cards carrying the Visa, Visa Electron, V PAY and Interlink brands as well as PLUS proprietary cards. VISA