Examines the issue of prestige, noting that it is a difficult issue to research. Explains that an understanding of the characteristics and dynamics of prestige is useful for marketers. Illustrates the subject with the case of American Express, examining how the prestige of a product or service is viewed across all cultures and how this knowledge is used by American Express in worldwide marketing. Concludes that while the need for prestige by humans is universal, the manifestation and satisfaction of this need varies according to the culture, therefore multinational marketing success depends on recognition of this fact and appropriate advertising.