“MasterPass” and “Visa Checkout” are the perfectly logical and long-awaited-for extensions of these existing card services and should be marketed generically. The primary “brand” on a credit card is either Amex, MasterCard or Visa; this is the way it should also be with MasterCard’s and Visa’s new wallets, “MasterPass” and “Visa Checkout”; by allowing acquiring banks to optionally rebrand these product under their own name will only water down the value of the “MasterPass” and “Visa Checkout” brands, to the detriment of all concerned; for example, in Australia, the biggest issuer of MasterCards, CommBank, has rebranded MasterPass as "Commbank Checkout" (would you believe) and no one has heard of it since! An utterly stupid marketing strategy if ever there was one …