Based in Manhattan, New York City, the American Stock Exchange (AMEX) was acquired by NYSE Euronext on January 17, 2008, with the objective of integrating it with Alternext European and branding it as NYSE Alternext U.S. However, in March 2009 the newly formed NYSE Alternext U.S. was rebranded to its current identity of NYSE Amex Equities as part of NYSE Euronext.
Business Management students, who wish to internalize branding concepts, would do well on the story and reality of AMEX. Stock market analysts will happily join other stakeholders in acknowledging the infinite value of this global brand. Every service industry faces high obstacles in terms of intangibility, but AMEX leaps over such impediments with ease, as it has become a house-hold name ...