With its history of growth through acquisitions, Citigroup has a conglomeration of sub-brands, which should be integrated and streamlined. Ajay Banga, CEO of Citi Global Consumer Group International's website, leads a working group to work through the process of rebranding all Citi house brands, while maintaining a focus on customers. The case describes the history of branding and rebranding in Citigroup in a time of increasing global competition in the financial services industry. "Hide
by Rohit Deshpande, Carin-Isabel Knoop Source: Harvard Business School 25 pages. Publication Date: February 28, 2008. Prod. #: 508010-PDF-ENG
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