In the spring of 1998, Citicorp and Travelers merged to create a financial center, which combined bank consumer credit tourists and brokerage firms, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to merge banking, insurance, investments under one umbrella. Both organizations have historically been very different cultures, driving a fundamentally different approach to branding. During the completion of the merger, the management team is responsible for the recommendation for the top management of the new brand identity, which would bring together all the organizations and ensure its strategic focus. The new brand was to inform the customers and shareholders of the new financial Citigroup, opportunities and allow cross-selling without sacrificing power component brands. In the tense post-merger situation, decisions should be made early and decisively in order to prevent damage to the brand equity. "Hide
by Rohit Deshpande, Carin-Isabel Knoop Source: Harvard Business School 22 pages. Publication Date: July 21, 2003. Prod. #: 504023-PDF-ENG
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