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Lloyds TSB, for example, has shelved plans to roll out its Evolvebank in the UK, and instead teamed up with Centrica, using that firm's well-established Goldfish credit card brand to create a online and phone bank.
BBC: The tough world of online banking
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Consumers will sign up for a credit-card brand if it is widely accepted as a means of payment.
ECONOMIST: Economics focus
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Still, you can only redeem rewards and reap fringe benefits when using the company tied to your credit card, so brand loyalty is also a very important consideration.
FORBES: The Best Rewards Credit Cards For Your Lifestyle
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Google also offers its own prepaid card that can be funded through any brand of credit card.
FORBES: Peering Through Technology Mists to See Customer Needs
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Barclaycard is a multi-brand credit card and consumer lending business which also processes card payments for retailers and merchants and issues credit and charge cards to corporate customers and the UK Government.
FORBES: Barclays Needs To Trade Better To Budge Stock Higher
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Like the broader credit-card industry, delinquencies on store-brand or private-label cards are slowing.
WSJ: Store-Brand Credit Cards Boom
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The Payment Card Industry (PCI) standard was created by the credit card industry to protect the viability of their brand.
FORBES: Why Rockefeller-Snowe's Regulations Won't Prepare The U.S. For Cyberwar
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His data indicated, for instance, that people who bought cheap, generic automotive oil were much more likely to miss a credit-card payment than someone who got the expensive, name-brand stuff.
FORBES: Your credit card is a window to your soul