Discover Ranks #1 in Customer Loyalty for 21st Consecutive Year

RIVERWOODS, Ill.–(BUSINESS WIRE)–Discover shared the top spot in customer brand loyalty within the credit
card category, according to an annual study by the independent search
firm Brand Keys, Inc. This marks the 21st consecutive year
Discover has ranked #1 for customer loyalty.

“Discover has a customer-first approach that is at the heart of
everything we do,” said Julie Loeger, executive vice president, chief
marketing officer. “Being ranked #1 every year since the inception of
the Brand Keys award highlights our continued focus on listening to and
helping our cardmembers meet their financial goals.”

“Every year consumers want more, and these days especially when it comes
to financial services. For 21 years Discover has been rated #1 when it
comes to anticipating customer needs that allow them to feel both
empowered and secure,” said Robert Passikoff, founder and president,
Brand Keys. “Discover has done this by creating category-defining
products and services, consistently delivering on those values, and
continues to do so. Being acknowledged for 21 years in a row is an
unparalleled customer tribute to the Discover Financial Services brand,
and we congratulate them.”

The 2017 Brand Keys Customer Loyalty Engagement Index® surveyed 49,168
consumers, 18 to 65 years old, and examined 740 brands to determine the
degrees of loyalty that consumers exhibited toward their favorite brands.

This year Brand Keys added 11 new categories, including: Energy Drinks,
Snack Brands, Toys, and Yogurt, resulting in engagement evaluations of
740 brands. A complete listing of the 83 categories and the brands which
best emotionally engage consumers can be found at:

About Discover

Discover Financial Services (NYSE: DFS) is a direct banking and payment
services company with one of the most recognized brands in U.S.
financial services. Since its inception in 1986, the company has become
one of the largest card issuers in the United States. The company issues
the Discover card, America’s cash rewards pioneer, and offers private
student loans, personal loans, home equity loans, checking and savings
accounts and certificates of deposit through its direct banking
business. It operates the Discover Network, with millions of merchant
and cash access locations; PULSE, one of the nation’s leading ATM/debit
networks; and Diners Club International, a global payments network with
acceptance in more than 185 countries and territories. For more
information, visit


Susan J. Villalobos