July 06, 2007

Discover(R) Card Wins Brand Keys Customer Loyalty Award For 10Th Consecutive Year

Discover Card's Ongoing Commitment to Cardmembers' Needs Drives
Top Industry Honors

RIVERWOODS, Ill.--(BUSINESS WIRE)--July 6, 2007--Discover Financial Services (NYSE: DFS) today announced that Discover(R) Card has received top honors for the 10th consecutive year in the 2007 Brand Keys Customer Loyalty Engagement Index(R).

Discover Card remained at the top of the credit card category in the annual survey from Brand Keys, Inc., the New York-based research consultancy that conducts a yearly study of brands that generate the highest customer loyalty.

"As a company, we are gratified to know that year after year, our devotion to customers is reflected in top industry honors, especially with regard to measuring loyalty," said Carlos Minetti, executive vice president of Cardmember Services at Discover Financial Services. "Our approximately 14,000 employees are dedicated to delivering the best products and customer service in the industry."

In addition to being the top-rated credit card in the 2007 Brand Keys Customer Loyalty Engagement Index(R), Discover Card ranks 28th overall out of 239 brands evaluated across 35 industry categories in the 2006 Index. Brand Keys will release the overall ranking for 2007 in September.

"Our strong cardmember loyalty reflects our commitment to providing industry-leading cash rewards, on-line account management, customer service and fraud protection," said Margo Georgiadis, executive vice president and chief marketing officer. "We're always looking for ways to make our products and services more rewarding for our customers so Discover Card is top of wallet."

In addition to no annual fee, all Discover Card Cashback Bonus(R) credit products are built on a foundation of the following rewards and services:

-- America's #1 Cash Rewards Program - In addition to the cash rewards associated with each specific card, Discover Cardmembers benefit from a Cashback Bonus Program that offers active cardmembers unlimited rewards that never expire.

-- Ability to earn up to 1% Cashback Bonus automatically on all purchases.

-- The most flexible redemption options of any credit card, including the ability to redeem Cashback Bonus as a statement credit, direct deposit or check, or for a Partner gift card.

-- Ability to increase, even double, their Cashback Bonus when they redeem for gift cards or e-certificates from an exclusive network of 80 brand-name Partners.

-- Rewards When Shopping Online - To make their money go further, cardmembers can earn 5 to 20% Cashback Bonus all year round when shopping at top online retailers such as, and Barnes& through ShopDiscover (

-- Award-winning Customer Service - Discover Card products are supported by a knowledgeable and empowered team of customer service representatives, who are reachable in less than 60 seconds, 24/7, and who are committed to solving cardmembers' issues in just one phone call.

-- Advanced Fraud Protection - Discover Card also provides the most advanced fraud protection, with a $0 fraud liability guarantee. Cardmembers are never responsible for unauthorized charges - online, offline, anytime, anywhere.

-- Best-in-Class Travel Benefits - Cardmembers are covered by the most complete free set of travel benefits offered by any no-fee credit card. Global Traveler's Hotline provides fast, friendly travel assistance in just one call. Scheduled Air Travel Accident Insurance and Car Rental Insurance are also included.

About the Brand Keys Customer Loyalty Engagement Index

The Brand Keys Customer Loyalty Engagement Index is an annual syndicated study - initiated in 1997 - that currently examines customers' relationships with 362 brands in 55 categories. The Brand Keys data paints a detailed picture of the category drivers that engage customers, engender loyalty and drive real profits. These drivers not only define how the consumer will view the category, compare offerings, and, ultimately, buy, but also identify the expectations consumer hold for each driver. The brand whose drivers come closest to meeting (or even exceeding) those of the category Ideal is always the one whose customers will demonstrate the highest levels of engagement and loyalty over the next 12 to 18 months. For a list of the 2007 winners, visit

About Discover Financial Services

Discover Financial Services (NYSE: DFS) operates the Discover Card with more than 50 million cardmembers, the Discover Network with millions of merchant and cash access locations, and the Goldfish credit card business in the United Kingdom. Discover Financial Services also operates the PULSE ATM/debit network, which serves more than 4,400 financial institutions and includes nearly 260,000 ATMs, as well as POS terminals, nationwide. For more information, visit

CONTACT: Discover Financial Services
Jon Drummond
Corporate Public Relations
(224) 405-1888

SOURCE: Discover Financial Services