Citibank

Every bank has a full range of services on offer. Yet what you promote and how you promote it will affect the overall image of a bank. In the past, we used to know Citibank as a prestigious bank for wealth management as it promoted CitiGold heavily. It was quite successful as it was one of the pioneers in developing wealth management business. In recent years, it has seemed to lose its focus and go into any consumer finance markets that are supposed to be big and profitable, credit cards of all kinds, installment loans, balance transfers and so on, in an opportunistic manner. What does Citibank as a brand stand for now ? Kind of vague. It's become one of the other me-too banks. Like its "Citi never sleeps" slogan, we just don't know what it actually means...