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Citi

Citi

Company: Citigroup Inc.

Brand Value: $17,122 Million

Headquarters: New York, NY

Year on Year Change: -18%

Category: Banks

Year founded: 1812

Citi is a financial services brand offering credit cards, mortgages, and personal and commercial loans. While Citi was one of the hardest-hit banks during the 2009 financial crisis, the brand has recovered and is growing, partly due to creative approach to marketing that seeks to break consumer preconceptions of financial institutions. Some of its more notable activations include the bike-sharing service Citi Bike, cultural events like Harlem Eat Up, and sponsorship of New York’s Citi Field. It is also seeking to build trust with consumers by simplifying and improving transparency around its products. Recently, Citi has made efforts to improve its digital properties, hoping to make it a one-stop shop for personal finances.

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