A card brand refers to the company name and logo associated with a payment card — such as Visa, Mastercard, Amex, or Discover. Each brand has its own set of rules for transactions, fees, fraud management, and dispute processes. While many backend functions are similar, brands differ in terms of consumer protections, acceptance rules, and liability policies. Some brands have additional programs — like Verified by Visa or Mastercard SecureCode — for online transaction security.

Knowing the differences between card brands helps you manage risk, tailor fraud settings, and understand dispute policies. AltoPay provides reporting by brand so you can analyze approval rates, chargeback trends, and network behaviors. This insight can inform changes to your billing practices or checkout flows. It also ensures you’re meeting each brand’s standards — particularly if you’re working with high ticket amounts or international customers.