Branded Money: The prepaid gift card – the underestimated lever for brand power, sales and revenue

Our empirical study with over 6,000 participants proves for the first time that prepaid gift cards have a lasting impact on brand perception, influence purchasing decisions, generate additional revenue and are self-financing. This insight calls for a reassessment of the function of prepaid gift cards within the marketing system: They are more than a form of payment.

They are “branded money” – a lever for the effectiveness of the whole marketing system. Based on our brand experience study, which we conducted as a full-service payment provider in collaboration with SINC Novation and Multisense, our white paper identifies a systemic correlation between prepaid gift cards, brand experience, and commercial results.

It provides an evidence-based foundation for answering the management question: what role does branded money play in our marketing, and how can we utilise this lever?