American Express Settles Lawsuit Over Use of Platinum Card Name

American Express Co. said Thursday that it signed an agreement with First USA Bank and Visa International settling a lawsuit over the use of the platinum card trademark.

American Express sued Dallas-based First USA Inc.'s credit card bank last September, claiming that the its platinum product infringed on the American Express brand.

American Express said it established the trademark in 1984 when it began marketing the platinum card to the highest end of the affluent consumer market.

Under terms of the settlement, American Express said it will retain its platinum card rights worldwide. Visa's card-issuing banks can offer platinum products only if the bank or association brand names are represented clearly on the cards.

"It is important that consumers can distinguish our platinum card from other products in the marketplace," said Alfred F. Kelly Jr., executive vice president of consumer marketing for American Express, in a prepared statement.

First USA began testing a platinum card product last year around the same time as MBNA Corp. of Delaware.

Although MBNA was not named in the suit, American Express said it was watching that company closely.

Neither Visa nor First USA was available for comment Thursday.

American Express also tangled with the bank card industry over the "gold card" designation. It sued MasterCard International in 1988 but lost that case.

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