Case | HBS Case Collection | 2009 (Revised from original 2008 version)
by Rohit Deshpandé and Carin-Isabel Knoop
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: Mergers and Acquisitions; Business Conglomerates; Customer Focus and Relationships; Globalization; Growth Management; Brands and Branding; Organizational Culture; Competitive Strategy; Financial Services Industry;
Citation:
Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010, April 2009. (Revised from original February 2008 version.)
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Teaching Note | HBS Case Collection | 2013
Domaines Barons de Rothschild (Lafite): Plus ça change... (TN)
Ray A. Goldberg, Arthur I. Segel, Elie Ofek and Carin-Isabel Knoop
Case | HBS Case Collection | 2013 (Revised from original 2012 version)
Domaines Barons de Rothschild (Lafite): Plus ça change…
Case | HBS Case Collection | 2013 (Revised from original 2013 version)
Mutti Spa
Jose B. Alvarez, Carin-Isabel Knoop and Mary Shelman
Keywords: Agribusiness; strategy; Plant-Based Agribusiness; Family Business; Competitive Strategy; Global Strategy; Retail Industry; Agriculture and Agribusiness Industry; Italy;