Publications
Publications
  • March 2008 (Revised April 2009)
  • Supplement
  • HBS Case Collection

Citigroup: Re-Branding in 2007 (B)

By: Rohit Deshpandé and Carin-Isabel Knoop
  • Format:Print
  • | Pages:10
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Abstract

Follow-up to "Citigroup: Re-Branding in 2007" (A), describing the development of a new brand identity for Citigroup.

Keywords

Brands and Branding; Financial Services Industry

Citation

Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, March 2008. (Revised April 2009.)

About The Author

Rohit Deshpande

Marketing
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