Study On Brand Development Strategy Of Citibank In China

With the background of the domestic"12th five-year plan", domestic andinternational financial order is gradually changing, the new strategic interest’s patternis formed. At this moment, it is significant for our state-owned commercial bankersthat to establish brand consciousness and to strengthen the brand construction to faceon the strong challenge from those financial giants such as Citibank.Citibank is one of the leading banks in the worldwide, it possess big assets scale,over1000global chains and various business categories to fit the customers’ demand.It is worthy of known as the best and most outstanding bank. In2012"Top100Banks", Citibank in fifth place(1,365billions of dollars). The success of the brandstrategy is the foundation of Citibank’s success. Citibank, with its excellent branddevelopment strategy in China is still in a leading position. Therefore, analyzing andlearning of the brand development strategy of Citibank and its managementexperience will make a good enlightenment function to our officials on how toimprove the level of brand management for our commercial banks.This paper is made up for six chapters. In the first chapter, the author introducedthe background, purpose and significance of this paper. In the second chapter, it isabout the theories of brand and brand strategy for the subsequent case study. In thethird chapter, this paper was introduced the foreign capital bank market situation anddevelopment trend in China. In the forth chapter, by means of grasping relevantliteratures and theories of brand and brand management, utilizing SWOT Model toanalyze Citibank ’s brand strategy situation in China and making brand tactics to solvethese problems. Specifically, which is focusing on the high-end customers, clarifyingbrand core value of brand, enhancing high-end brand image, cultivating brand cultureand planning integration communications. In the fifth chapter, the author introducedChina commercial banks’ brand development and existing problems, and gave adviceon how to improve our commercial banks brand management level. In the last chapter,it was the summary of this paperwork.