What differentiates American Express from MasterCard and Visa is its relatively more affluent customer base, which it maintains by offering generous benefits and reward programs.

FORBES: American Express Thrives On Women And Tech

The company entered the Japanese market in 1988, focusing primarily on the business and professional market as well as the mid-affluent to affluent customer base.

FORBES: Japan Is Key To Prudential's International Success

In both France and Germany, reckons McKinsey, the expense of financial advisers means that it currently costs more to advise the typical mass-affluent customer than his investments give back in fees.

ECONOMIST: Banking for the well-off

"The affluent male customer in the Chinese mainland is looking for a wardrobe that can reflect his ambitions, authority and achievements, " Fung says.

FORBES