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)

Our Team Name CJL

Our Team Name Citibank Japan Ltd.

Our Team Name Junior Leaders

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.

What is Citi’s brand image in Japan?

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

Does anybody know this film?

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

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

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

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

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.

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.

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

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

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

Interest in studying abroad Who actually studied abroad? Surveyed: 8399 students from top universities in Japan

Interest in studying abroad Who actually studied abroad? 1.2% Surveyed: 8399 students from top universities in Japan

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

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)

Conclusion

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

“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”

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

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

Appendix

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.

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.

Mission Statement

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

Background of studying abroad Study Abroad Students

Background of studying abroad Study Abroad Citi Financial Support Students

Background of studying abroad Study Abroad Students

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

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,

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)

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)

Student loan; Current Situation Source: http://www.internationalstudentloan.com/

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)

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)

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.

Q&A

Our Program Junior Leaders

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

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）

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）

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.