Citi Brand Strategy

Citibank University Lecture SeriesMaria ChengChief Marketing OfficerMay 27, 2009

2

Today’s Agenda

• What is a Brand?

• Best Global Brand

• Citibank Brand Strategy

• Show case

3

Family Fun and

Bonding

Wholesome

Entertainment

Magical

Experience

Clean Design

Intuitive

Functionality

Hip

High Performance

German

Engineering

“The Ultimate

Driving Machine”

What Do These Brands Stand For?

4

What is a Brand?

• A brand is a promise to the customer – a contract between the customer and the company

• A brand embodies the quality and consistency customers have come to expect through the experience of a company’s products and services

• A brand adds value for both:

Customer

• Promises quality

• Engenders trust

• Facilitates choice

Company

• Premium price

• Higher volume

• Competitive insulation

5

A brand lives in both a rational and emotional place in our consumer’s mind – it’s the sum of everything you know and feel about the name

Brand Image

NamePromotion

Product/

Service Experience

Multiple Business

Association/Relationships

Logo/Graphics

Advertising

Channel/Where Sold Competitive Activity

Press/Public Affairs

Community Perception

User Perceptions

Industry Perceptions

Breadth of Associated

Products/Services/

Commodities

Relative Price

… it is a total experience

6

“A successful brand shapes customers’ experiences by embedding the

fundamental value proposition in the offering’s every feature.”- Harvard Business Review

“A brand is a living entity - and it is enriched or undermined cumulatively over time,

the product of a thousand small gestures.”- Michael Eisner, former Disney CEO

“Customer experience is bigger than customer service in that it is the full, end-to-

end experience. It starts when you first hear about Amazon from a friend, and

ends when you get the package in the mail and open it.”- Jeff Bezos, Amazon CEO

Brand Defines the Customer Experience

7

Brands Are Worth Billions

Brands are the major reason investors are willing to pay 8 or 10 or 12 times the book value for a company’s stock

•HP bought Compaq for $18.7 bn (2002)

•Pepsi acquired Quaker Foods for $13 bn (2000)

•Disney bought Pixar for USD7.4 bn (2006)

8

Best Global Brands 2008*

*Interbrand 2008

9

Logo Evolving of Citi Brand

1976 - 1997

1998 - 2007

1976 - 1997

10

(cards)

(Citisolutions, UK)

(Citisoluciones, Spain)property investors

The Challenge …for Us and Our Clients

11

Our Brand Strategy Process

• Simplify our brand architecture

• Define a unifying brand purpose

• Design a unifying brand identity

12

Deutsche Bank

Disney

The Gillette Companies

JP Morgan Chase

- Buy and sell business with ease

- Protect parent brand from

sub-brand risk

- Address market segmentation

needs, requiring distinct marketing

and communications strategies

- Leverage existing brand equity

- Typically “inherited”- Gain greater visibility for the brand

- Broaden perceptions of the

organization’s capabilities/businesses

- Leverage brand investment most

effectively

Approaches to Brand Architecture

Hybrid

Berkshire Hathaway

Cendant

Procter & Gamble

Unilever

American Express

AT&T

General Electric

Virgin

13

Citi Brand Purpose:

Citi Brand Beliefs:

Driving Success

We are relentless in driving winning performance for our clients and our franchise – any time, anywhere.

Our employees share in our success and are committed to making a difference in the lives of people, organizations, and communities around the world.

1. Client success is our success.

2. We are one Citi.

3. We must be clear, simple and direct.

4. Raise the bar every day.

Citi’s Brand Definition…

14

A Master Brand Strategy

• Greater marketplace impact

– Compelling, cohesive identity

– Simpler for clients to navigate

– Promotes cohesion and cross-sell of products and services

• More efficient to support

– Leverages consumer communication investment

• Unifying for employees

15

The arc represents a bridge to financial success

Our Unified Brand Identity

16

Simplified architecture

17

Our Brand Point of View

18

But exactly how do we turn dreams into realities?

19

20

How Do We Express That?

21

22

23

What Is the Brand Message?

24

25

Citi Never Sleeps

26

27

28

Kate Never Sleeps

29

6.6 Billion People Never Sleep

30

31

32

33

34

35

36