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商品編號： 9-508-010 出版日期： 2008/02/28 作者姓名： Deshpande, Rohit;Knoop, Carin-Isabel 商品類別： Marketing 商品規格： 25p 再版日期： 2009/04/08 地域： 產業： 個案年度： 2006 -
商品敘述：
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.
涵蓋領域：
Organizational culture;Customer relationship management;Branding
相關資料：
Supplement, (9-508-011), 10p, by Rohit Deshpande, Carin-Isabel Knoop
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