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Citigroup: Re-Branding in 2007 (A)

Reference: HBS-508010-E
Year: 2006
Number of pages: 25
Publication Date: Feb 28, 2008
Fecha de edición: Apr 8, 2009
Source: HBSP (USA)
Type of Document: Case

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Description

With its history of growth through acquisition, Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Ajay Banga, CEO of Citi's Global Consumer Group International, chairs a task force to work through the process of re-branding the entire Citi house of brands while maintaining a focus on being focused on customers. The case describes the history of branding and re-branding at Citigroup at a time of increasing global competition in financial services.

Keywords

Branding Customer relationship management Organizational culture