Case ID: 504023     Solution ID: 31014

Branding Citigroups Consumer Business Case Solution

Abstract

In Spring 1998, Citicorp and Travelers converged to make a money related powerhouse that assembled the save money with Travelers' consumer finance and financier organizations, including Salomon Smith Barney and Primerica. It was the principal U.S. monetary administrations organization to combine banking, insurance, and investments under one umbrella. Both substances verifiably had altogether different societies, driving a drastically unique way to deal with branding. Amid fruition of the merger, a group of chiefs was in charge of prescribing to top administration another brand personality that would join the whole association and give it a key core interest. The new brand likewise needed to educate clients and shareholders of Citigroup's new budgetary abilities and permit cross-offering without giving up the force of part brands. In a strained post-merger circumstance, choices must be made early and unequivocally to avoid damaging brand value.


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