0. New Brand Image: “Citi Supports Your Success.”
Team: CJL
New Brand Image: “Citi Supports Your Success.”
Dai ISEKI (Operations, CJL)
Jake ZHU (Operations, CJL)
Eri FUKUDA (Retail, CJL)
Manami HATA (Retail, CJL)
Kazuya TANAKA (Corporate, CJL)
Mikako TANAKA (Operations, CGMJ)
Asuka MINAMIOKA (Retail, CJL)

1. Our Team Name
CJL

2. Our Team Name
Citibank Japan Ltd.

3. Our Team Name
Junior
Leaders

4. Our History; Citi in Japan
1902 International Banking Co. established
1977 CitiCard Banking Center established / 24h ATM started
1991 International Cash Card started
1998 Internet Banking started
2010 Smart Banking started
We will make new brand image …
We will be the “Citi Leaders” in the next 50 years.

5. What is Citi’s brand image in Japan?

6. What is Citi’s brand image in Japan?
Upper-class
Diversity
Global
Blue

7. Does anybody know this film?

8. Does anybody know this film?
The first line in this film;
If you talked to 100 people,
102 people hate bankers…
The Last Days of Lehman Brothers

9. What is Citi’s brand image in Japan?
Upper-class
Diversity
Global
Blue

10. What is Citi’s brand image in Japan?
Upper-class
Diversity
Global
Blue
Citi Supports Your Success

11. Citi Supports Your Success
Our Target; Top students
Details; Student loan for going abroad

12. Corporate Image Ranking Among Top Students in Japan
Top Tier
-Bank of Japan, Goldman Sachs, McKinsey&Co.
-Nomura (Global), JBIC, BCG, J.P.Morgan
-DBJ, Fuji TV, Morgan Stanley, BoA Merrill Lynch
-Mizuho(GCF), Mitsubishi-Corp, P&G(Marketing), UBS, TBS, MRI
-MUFG(CIB), Mizuho(IB), Dentsu, Mitsui&Co., Deutsh Bank, Citi(CGMJ)
-Barclays, Credit Suisse, BNP Paribas, Citi(Corporate), HSBC …
※There are many similar lists in “2ch” site. This is one example.

13. Corporate Image Ranking Among Top Students in Japan
Top Tier
-Bank of Japan, Goldman Sachs, McKinsey&Co.
-Nomura (Global), JBIC, BCG, J.P.Morgan
-DBJ, Fuji TV, Morgan Stanley, BoA Merrill Lynch
-Mizuho(GCF), Mitsubishi-Corp, P&G(Marketing), UBS, TBS, MRI
-MUFG(CIB), Mizuho(IB), Dentsu, Mitsui&Co., Deutsh Bank, Citi(CGMJ)
-Barclays, Credit Suisse, BNP Paribas, Citi(Corporate), HSBC …
※There are many similar lists in “2ch” site. This is one example.

14. What are factors in global success ?
Leadership
Success
Specialty
Innovation
Global Skills
Source: Camel Yamamoto (Director of Deloitte Touche Tohmatsu )
@ Toyo Keizai, 2010

15. What are factors in global success ?
Leadership
One key point is …
Global experience and global network are crucial for the future.
One Answer…
Study Abroad Support
Success
Specialty
Innovation
Global Skills
Source: Camel Yamamoto (Director of Deloitte Touche Tohmatsu )
@ Toyo Keizai, 2010

16. Citi Supports Your Success
Our Target; Top students
Details; Student loan for going abroad

17. Interest in studying abroad
Who actually studied abroad?
Surveyed: students from top universities in Japan

18. Interest in studying abroad
Who actually studied abroad?
1.2%
Surveyed: students from top universities in Japan

19. What’s keeping top university students from studying abroad
Source: British Council, 2010

20. Pay back a loan ＋¥ Student loan: Low interest rate Customer / Employee
High borrowing limit
Customer / Employee ＋＄ −＄
Top Student
For Top Students:
interested in Ph.D. and Master Course
Pay back a loan ＋¥
Global Education −＄
Internship ＋＄
Global Talent
(Achiever)

21. Conclusion

22. Citi Supports Your Success
Conclusion
Upper-class
Diversity
Global
Blue
Citi Supports Your Success

23. “Citi Supports Your Success”
Conclusion
Add a new brand image:
“Citi Supports Your Success”
Who will we support?
Top students
How will we support?
With “Citi Students”

24. With our new brand,
we will lead
the next 50 years of Citi.

25. Support Your Success Q&A We will make new brand image … Student loan:
We will be the “Citi Leaders” in the next 50 years.
We will make new brand image …
Support Your Success
Student loan:
Low interest rate
High borrowing limit
For Top Students:
interested in Ph.D. and Master Course

26. Appendix

27. Our Theme
If you were going to create a new icon / branding strategy for Citi, which has over 100 years of history in Japan, what ideas would you propose? We will make new brand image.

28. Why did we choose this topic?
We will be the “Citi Leaders” in the next 50 years . We are the ones who are going to need to make new brand image that will last through those years.

29. Mission Statement

30. Citi support your success
What is Citi’s brand
Citi never sleeps
Citi support your success

31. Background of studying abroad
Study Abroad
Students

32. Background of studying abroad
Study Abroad
Citi
Financial Support
Students

33. Background of studying abroad
Study Abroad
Students

34. Our proposal Student loan with Information Living support Job
(collabo?)
Detail; Q&A

35. What is Citi’s brand image ?
Global, Innovation, Smart Banking, Blue Wave, Citi never sleeps, Diversity, High Quality, Elite, Wealthy, Unapproachable, Upper-class, Sophisticated, Change, New York, Distinctive, Foreign Bank, Win, Golf, Power, Life,

36. Student Loan Pay back a loan ＋¥ Target Only to top students
Only to students interested in Ph.D. and Master Course
Specialized student loan to study abroad
Low interest rate
High bowring limit
Extra limit support
Student Loan −＄
Customer / Employee ＋＄
Top Student
Pay back a loan ＋¥
Global Education
Living Career
Support −＄
Internship ＋＄
Future Talent
(Achiever)

37. Future talent powered by Citi
Attractive loan structure
- up to 100,000 USD
- No principal or interest payments as long as the student is in school
Other financial supports
- Low interest rates even compared to government loans
- Co-signer is recommended but not required
Minimize default risk
- Only to students interested in masters or PhD degree in one of the top rated universities in the
States
Student must have proven performance as an undergraduate in one of the top rated Japanese University
- Passes the screening process designed by Citi
- Variable interest rates based on performance in school
Financial Support / Loan −＄
Customer / Employee ＋＄
Talented Student
Pay back a loan ＋＄
Global Education
Living / Career
Support −＄
Internship ＋＄
Future Talent
(Achiever)

38. Student loan; Current Situation
Source:

39. Future talent powered by Citi
Living Support
- Housing support
- Local information/living support
- Administrative Supports
- Consulting services when faced with difficulties of any kind
- Opening of a local Citibank account and a credit card account
May choose simply acquire a working holiday company
Career Support
- The brand as a talented student chosen by Citi
- Possible career in Citi
- Mentorship from Citi's employees who had similar background
- Introducing career and internship opportunities in one of Citibank's corporate clients
Financial Support / Loan −＄
Customer / Employee ＋＄
Talented Student
Pay back a loan ＋＄
Global Education
Living / Career
Support −＄
Internship ＋＄
Future Talent
(Achiever)

40. Future talent powered by Citi
Financial Support / Loan −＄
a) As a customer (will be offered a special platinum account with unbeatable benefits)
- Proven future TOP level achievers
- Emotionally connected with Citi (unlikely to turnover)
b) As an employee
- Top level global talents who understands the culture of Citi from beginning
- More unlikely to join Citi compared to rivals because of the emotional attachments
Customer / Employee ＋＄
Talented Student
Pay back a loan ＋＄
Global Education
Living / Career
Support −＄
Internship ＋＄
Future Talent
(Achiever)

41. Citi supports your success
Conclusion
No brand
Problem
・Citibank ignores students.
・There is no brand for students who will be future customers.
Citi Student
Solution
・Study abroad support.
Citi supports your success
Problem Solved
・Students have a positive image of Citi.

42. Q&A

43. Our Program
Junior
Leaders

44. Business back ground Students Public Sector Parents To rebuilt Japan
Supportive
As employees
Private Sector
Students
As customers and employees
Citibank

45. 東洋経済 2010/11/13 就職新氷河期 グローバル人材への取り組み（p. 86） 厳選採用(p. 38)
東洋経済 2010/10/16
国際系の大学の人気上昇（学生）
留学を必須とする学部の増加
（国際系の就職率低い）

46. プレジデント 2010/10/18 （国内会社の英会話教室需要の増加） 東洋経済 2010/6/19
東洋経済　2010/6/19
P.62- グローバル人材として勝ち残る条件（デロイト） ＞語学力　＞コミュ力　＞専門性
各社のグローバル社内教育＞短期間しか出来ない
日本しか知らないとコミュ力／異文化力（世銀）

47. SONY, Ryouzi Tyuubashi, Tohoku univ., M., Dr.,
The Bank of Japan, Toshihiko Hukui, Tokyou univ.
Shiseidou, Sinzou Maeda, Keiou univ.
Kaou(past), Humikatsu Tokiwa, Tokyo univ of Science., Stanford univ.
TOYOTA, Katsuaki Watanabe, Keiou univ.
Rakuten, Hiroshi Mikitani, Hitotsubashi univ., Harvard univ.
Mitsubishi shouzi, Yorihiko Kozima, Keio univ., Tokyou univ.
Honda, Takeo Hukui, Waseda univ.
Shin Nihon Seteitu, Akio Mimura, Tokyo univ., Hervard M.
UFJ, Nobuo Kuroyanagi, Tokyo univ., MIT(study abroad)
Hitachi, Kazuo Furukawa, Tokyo univ., M.
NEC, Kaoru Yano, Tokyo univ., Stanford M.
Soft Bank, Masayoshi Son, California univ.