I've said on many occasions that I prefer MasterCard (NYSE: MA) to Visa (NYSE: V). No, I don't mean the card products themselves. I mean the stocks. I believe Visa has better brand equity associated with it, and I think it possesses a little more depth and fundamental prowess. However, both of these companies operate on the same basic economic model: collect fees on transactions, and don't take on loan risk. So, both MasterCard and Visa do offer compelling long-term investment theses.

And, even though there were some negative outlooks on MasterCard's latest earnings report, which was released Tuesday, I have to say that I didn't find the situation too disturbing. Revenues increased only 2%. The top line was inhibited by currency effects, but it's not like we haven't heard that story before. More importantly, MasterCard posted adjusted income of $3.48 per share, representative of a 40% increase over the adjusted income recorded a year ago.

Visa (NYSE: V) is one of my favorite businesses on Wall Street. It should be an excellent long-term investment. People will always use branded credit cards, and Visa doesn't take a lot of risk. It simply collects a little of the spoils on each transaction. What a model!

According to TheStreet.com, Visa increased top-line sales by 10% in the fourth quarter, and expanded per-share profit by 28% to 74 cents, excluding certain items. Forecasts were for 72 cents per share.

Analyst upgrades:

• Microsoft (NASDAQ: MSFT) was upgraded to Buy from Hold by Canaccord, which cited the company's strong Q1 results.
• Pali Capital raised T. Rowe Price (NASDAQ: TROW) to Neutral from Sell following the company's better-than-expected Q3 results.
• Under Armour (NYSE: UA) was upgraded to Neutral from Negative at Susquehanna following positive checks ahead of the company's Tuesday's Q3 report.
• Stifel Nicolaus raised American Express (NYSE: AXP) to Buy from Hold, as the firm thinks the company is close to reaching "normalized" earnings.
• Goldman Sachs upgraded Garmin (NASDAQ: GRMN) to Sell from Conviction Sell.
• RBC Capital upgraded Noble Energy (NYSE: NBL) to Outperform from Sector Perform.
• American Superconductor (NASDAQ: AMSC) was upgraded to Outperform from Sector Perform by Pacific Crest.

A lot of earnings reports were issued last week. The market was busy sorting them all out. I'm going to take a fast look at several of the issuing companies.

American Express (NYSE: AXP): Don't leave home without it. Good advice for the card, perhaps, but what about the company? Should your portfolio leave home and forget this stock? I'd say so. It's not that American Express lost the earnings game. On the contrary, Bloomberg reported a beat. American Express earned 44 cents per share from continuing operations, adjusted. This was six pennies ahead of forecasts. Okay, I applaud such performance. And shares are way off the single-digit 52-week low. Thing is, I'm in love with another card business. Visa (NYSE: V). As I've stated before, I enjoy the beauty of Visa's lower-risk model. It doesn't have to put up with loan risk. Yes, the situation at American Express might be improving, but I'm not going to buy this one.

Analyst upgrades:

• American Express (NYSE:AXP) was upgraded to Market Perform from Underperform at FBR Capital, as the firm sees limited near-term downside in the stock. The firm raised its target price on the shares to $37 from $25.
  
• RBC Capital upgraded Estee Lauder (NYSE:EL) to Outperform from Sector Perform. Target to $44 from $34. UBS upgraded Nestle on expectations the company will begin returning cash to shareholders via buybacks and dividends.
  
• Piper Jaffray raised Dicks Sporting (NYSE:DKS) to Neutral from Underweight following positive channel checks and raised its target on the shares to $28 from $18.
  
• Sohu.com (NASDAQ:SOHU) was upgraded to Neutral from Sell by Pali Capital.
  
• Halliburton (NYSE:HAL) was raised to Buy from Hold by Natixis.
  
• Sunpower (NASDAQ:SPWRA) was upgraded to Neutral from Underperform at Macquarie.
• China Automotive (NASDAQ:CAAS) was upgraded to Buy from Neutral at Merriman.

Analyst upgrades:

• FBR Capital upgraded McAfee (NYSE: MFE) to Outperform from Market Perform after channel checks indicated the company's September quarter deal flow has been stronger than expected. FBR raised its target on shares to $50 from $41.
• Thomas Weisel upgraded Adtran (NASDAQ: ADTN) to Overweight from Market Weight, citing increased wireless backhaul capex spending by Tier-1 carriers. The firm raised its target to $32 from $21.
• RBC Capital upgraded Brunswick (NYSE: BC) to Outperform from Sector Perform as the firm thinks the company no longer has liquidity risk and can generate significant profits by 2012. The firm set a $17 target on the stock.
• Bronco Drilling (NASDAQ: BRNC) was upgraded to Hold from Underperform at Jefferies.
• LSI Corp. (NYSE: LSI) was upgraded to Buy from Hold at Deutsche Bank.
• UBS upgraded U.S. Airways (NYSE: LCC) and UAL Corp. (NASDAQ: UAUA) to Buy from Neutral.

Discover Financial Services (NYSE: DFS), a credit card company that competes with Visa (NYSE: V), MasterCard (NYSE: MA), and American Express (NYSE: AXP), released earnings for the third quarter on Thursday. The company put analysts to shame by posting a profit instead of a loss according to an article from Reuters.

The projection was for a loss of 12 cents per share. Discover actually made 52 cents per share of profit, once you exclude monies received from an antitrust settlement. Wow, that's what you call being way off the mark! The disparity surprised me, so I went to our very own earnings preview to see what we were reporting for an estimate. Sure enough, it stated the exact same expectation for a loss of 12 cents.

Analyst upgrades:

• Citigroup upgraded Advanced Micro (NYSE: AMD) to Buy from Hold and raised its target to $5.50 from $4.25 citing valuation and expectations for the company's competitive position and gross margins to improve.
• Barclays upgraded American Express (NYSE: AXP) to Overweight from Equal Weight citing long-term earnings growth as the company benefits from declining charge-offs and credit costs. The firm has a $38 target on the stock.
• JPMorgan upgraded Arch Coal (NYSE: ACI) to Overweight from Neutral and raised its target to $22 from $19 citing the FTC approval for the acquisition of Jacobs Ranch mine and valuation.
• Bebe Stores (NASDAQ: BEBE) was upgraded to Overweight from Equal Weight at Stephens.
• Cheesecake Factory (NASDAQ: CAKE) was upgraded to Neutral from Underweight at Piper Jaffray.
• Ashland (NYSE: ASH) was upgraded to Buy from Hold at KeyBanc.

Analyst upgrades:

• Keefe Bruyette upgraded American Express (NYSE: AXP) to Outperform from Market Perform to reflect improving credit trends following the July monthly data. The firm raised its target price on shares to $37.
• Oppenheimer upgraded Corning (NYSE: GLW) to Outperform from Perform as it believes 2010 estimates are achievable and concerns over falling LCD demand are overdone. The firm set a $19 price target on the stock.
• JPMorgan upgraded International Game Technology (NYSE: IGT) to Overweight from Neutral on valuation and expectations domestic replacement orders will pick up. The firm has a $23 price target on shares.
• Goldman Sachs (NYSE: GS) was raised to Buy from Neutral at Pali Capital.
• Portland General Electric (NYSE: POR) was upgraded to Buy from Neutral at Goldman.
• Mechel Steel (NYSE: MTL) was upgraded to Neutral from Reduce at Nomura.

TheStreet.com's Jim Cramer says this bank is the best call on the next leg of the market.

Citigroup's (NYSE: C) (Cramer's Take) plan to split itself into two banks -- the retail/service/investment bank and Citi Holdings, which would consist of (among other things) the household lending arm and the old special purpose vehicles -- will work if the government gives it time. It will work for the same reason the "Bankers Win Big in Toxic Pay Plan," article in The Wall Street Journal states: Much of what was thought to be worthless or worth pennies in Citi Holdings is really money good and will pay off when due.

That's how you can get the book value of Citigroup to go up, and given that Tier 1 capital has not been an issue -- they have a ton of it -- you are going to see book go up quarter after quarter.

Analyst upgrades:

• Citigroup upgraded American Express (NYSE: AXP) to Buy from Hold and added the stock to its Top Picks Live list following the company's investor day. Citi believes American Express' credit trends are improving and raised its price target on shares to $36 from $28.
• Janney Montgomery upgraded Gardner Denver (NYSE: GDI) to Buy from Neutral after meeting with management to reflect expectations for EPS growth in 2010 and valuation. The firm has a $38 target on the stock.
• BofA/Merrill upgraded Freeport McMoRan (NYSE: FCX) to Buy from Underperform and raised its target to $87 from $49 based on strong copper fundamentals.
• Cbeyond (NASDAQ: CBEY) was upgraded to Overweight from Equal Weight at Stephens.
• Gibraltar Industries (NASDAQ: ROCK) was upgraded to Outperform from Neutral at Baird.
• Fortress (NYSE: FIG) was upgraded to Outperform from Market Perform at Keefe Bruyette.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• Advanced Micro Devices Inc. (NYSE: AMD) narrowed its net loss in Q2 but not as much as expected.
• Apple Inc. (NASDAQ: AAPL) posted better-than-expected Q3 results on demand for iPhones and Macs.
• Intuitive Surgical Inc. (NASDAQ: ISRG) reported earnings and revenue that topped expectations.
• JDA Software Group Inc. (NASDAQ: JDAS) shares surged after it reported record results for Q2.
• Microsoft Corp. (NASDAQ: MSFT) lower Q4 results still topped earnings estimates, but shares fell.
• VMware Inc. (NYSE: VMW) unimpressive Q2 results still managed to beat analysts' low expectations.
• Yahoo! Inc. (NASDAQ: YHOO) Q2 profit was flat year over year and revenue and cash flow declined.

American Express Company (NYSE: AXP), a company that competes with Visa Inc. (NYSE: V), MasterCard Incorporated (NYSE: MA), and Discover Financial Services (NYSE: DFS), issued Q2 results earlier in the week. Earnings from continuing operations dropped very steeply to 9 cents per share. How steeply? Well, the per-share profit lost 84% of its value this time around. However, it might make you feel a little better to know that 18 cents can be added back, since that was the net worth of repurchase activity relating to preferred shares from the U.S. Treasury department. Therefore, American Express took in 27 cents per share from continuing activities. According to this Reuters piece, that number met expectations.

The Reuters article also points out that revenues fell by 18% and that net charge-offs increased. Not a great picture. Reading through the press release, an investor might come away with a feeling of dread. Management mentions the not-so-strong spending by its cardmembers and the fact that loan losses are at historic levels.

TheStreet.com's Jim Cramer says even without top-line growth, next quarter should amaze as we see the full benefits of big layoffs.

People are way too worried that we won't see top-line growth. The great earnings numbers that we have seen are being dismissed repeatedly because -- with the exception of Apple (NASDAQ: AAPL) (Cramer's Take) -- they aren't being driven by sales, just margins. I say if you are waiting for top line, forget it. Not in this rally. Not going to happen. Doesn't mean a thing.

Here's the deal. Companies have fired and fired and fired people again and again and we have only seen a few months -- the last two of this quarter -- of impact in the cuts while we have seen myriad charges. Next quarter, even if there is no top-line growth, should be amazing as we see the full benefits of the firings. We could be looking at gigantic earnings per share without any growth because no one is hiring. In fact, they are still laying off.

Shares of American Express (NYSE: AXP) bottomed in early March at just over $10 per share.

Instead of covering, I hedged my bet by keeping the American Express short open. I suppose that is the entire point of absolute return investing, but boy, was I wrong in doing that.

AXP shot up like a rocket over the last three months and now trades above $23 per share. It has been a big gainer this year, returning 25% through the end of the second quarter.