Citigroup undergoes corporate re-branding to become Citi

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Citigroup undergoes corporate re-branding to become Citi

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Abstract

Citigroup is one of the most diversified financial services company in the world. This company operates in the following regions: North America, Latin America, Asia, Europe, the Middle East and Africa. The head office is in New York City.

A)History
Citigroup was formed on October, 8, 1998 after the fusion between Citicorp and Travelers Group in order to create the world's largest financial services organization. The history of the company is divided into the workings of several firms that over time merged into Citicorp a multinational banking corporation operating in more than 100 countries, or Travelers Group, whose businesses covered credit services, consumer finance, brokerage, and insurance.

The history of Citigroup is constituted by numerous mergers between different companies and the group becomes little by little the world leader of financial services.

The current brand situation
1. History
2. Current brand situation
3. Mental map
4. SWOT analysis
Importance of brand management in value creation
1. Brand positioning, visual identity and target market
2. The Customer Based Brand Equity model for Citi
Role of the communication mix in brand management
1. Publicity and communication
2. The creative work plan
3. Media communication
Media planning
1. The advertising budget
2. Key media plan
3. Types of media plans
4. Flowchart of a media plan
5. Total costs
6. Evaluating the media plan
7. Budget
Brand Value Chain
1. Marketing Program Investment
2. Program quality
3. Customer mindset
4. Marketplace conditions
5. Market performance
6. Investor sentiment
7. Shareholder Value
How increase it

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Extract

[...] Today, Citi is a great group with companies in continuous growing ; which allows a greater contribution to the capital budget for advertising. The group Citi operates as a unit and as a unit it works. That is why a good image for Citi, is undoubtedly a good image for all its businesses. Arbitrary For any extraordinary circumstances that may arise before, during and after the campaign starts, a 20% additional of the budget will be provided from the final budget. [...]

[...] Citigroup brands: Citi is organized into four major segments: Consumer banking (Consumer finance, retail, commercial business) Global cards (Master card, Visa ) Institutional Clients Group (global transactions services, alternative investment ) Global Wealth Management(ultra high Net Worth, high Net Worth, Emerging Affluent) The company is in trouble because of the financial crisis, the government helps it financially and takes a stand in the capital of the company but it is much weakened. They gave a lot of risked loans thus it pays this error today. [...]

[...] Customer Mindset Awareness: Customers have to understand perfectly the concept of Citi in France with its positioning. Associations: A high quality of services, a good business relation. Attitudes: High rate of satisfaction of the service & of the price. Attachment : Customers will have a high loyalty (due also to the fame of the brand in USA), confidence; Activity: Very strong Brand & also consumers will recommend it to their friends or family. And as a bank should work, customers will stay there because they don't like to So the activity will become bigger and bigger. [...]

[...] It is in this country where Citi wants to consolidate its presence. On the other hand, our entire plan is designated for the target market, i.e. both individual clients and multinational French companies. In this point there are two main targets to take into account. Firstly, (or individual clients), we want to become in them best who cares about him)her while he or she is sleeping, who is working when they are not, who makes his)her dreams comes true. But, not only that, but also we will go hand by hand with some of the biggest companies in France , believing on their projects and advices about what is better for their money and what is not, as we're also doing with our private clients. [...]

[...] The idea is to place the advertising in a Parisian building, near a highway, so that drivers can see it. We can create also displays in railway stations, subway or bus stop. The idea is to put them in places of influence. Television Zinedine Zidane became the face of Citibank Zinedine Zidane allias ZIZOU is the leitmotif of marketing campaigns related to Citibank sponsorship of our national team. With a pofessional footballer at a high level, it has the potential for further progress. [...]

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