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  • February 2008 (Revised April 2009)
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Citigroup: Re-Branding in 2007 (A)

By: Rohit Deshpandé and Carin-Isabel Knoop
  • Format:Print
  • | Pages:25
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Abstract

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, February 2008. (Revised April 2009.)
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About The Author

Rohit Deshpande

General Management
→More Publications

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More from the Authors
  • Grand Seiko—The Sleeping Lion By: Rohit Deshpandé and Sarah Sasso
  • Kering Eyewear By: Rohit Deshpandé and Nicole Zelazko
  • Michael Rose By: Leslie Perlow and Carin-Isabel Knoop
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