Case | HBS Case Collection | February 2008 (Revised April 2009)

Citigroup: Re-Branding in 2007 (A)

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;


Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010, February 2008. (Revised April 2009.)