Speaking of Citibank of the United States, it is familiar to the Chinese people, not only because it had already opened its first bank in China since 1902, but because of its Chinese name was so creative and unique. In the early time of Shanghai, only a few foreign institutions were stationed in the city. And the American flag hung by Citibank had several colors. Since then, the bank was known as the colorful flag bank (In Chinese: 花旗). However, from the perspective of brand achievements, Citibank, an established bank with a long history in the United States, has inconsistent names at home and abroad, which still brings more or less value influence to its unified brand communication.

    On July 14th, 2021, New York-Citibank announced that its net income for the second quarter of 2021 was 6.2 billion USD, diluted earnings per share was 2.85 USD, and revenue was 17.5 billion USD. Compared with the net income of 1.1 billion USD in the second quarter of 2020, the diluted earnings per share was 0.38 USD, and the income was 19.8 billion USD. Revenue fell by a percentage of 12% over the same period last year, mainly reflected in the normalization of market activity in the fixed income market within the Institutional Customer Group (ICG), the decline in average credit card loans of the Global Consumer Bank (GCB), and lower interest rates. Driven by the decline in credit costs, net income was 6.2 billion USD, a significant increase from the same period last year. Earnings per share of 2.85 USD also increased significantly from the same period last year, reflecting the increase in net income and the slight decline in outstanding shares.

    According to the official website of Citibank, "The pace of global recovery has exceeded earlier expectations, and consumer and corporate confidence has risen. We have seen this in all businesses, and this is reflected in our investment banking and stocks. Performance and the significant increase in our credit card spending. Although we must pay attention to the imbalance in the global recovery, we are optimistic about the future momentum."

    "In the first half of this year, the bank returned nearly 7 billion USD in capital to shareholders, which is the highest amount allowed by the Federal Reserve. At the end of the quarter, the common stock tier 1 ratio was 11.9%. The bank intends to continue to return excess capital, exceeding the bank’s The amount of strategic investment required."

    Citibank is a global bank with a simple and clear mission: to provide financial services that promote growth and economic progress responsibly.

    Opportunities are always left to a well-prepared and competent team. Looking back to the establishment and development of Citibank, its successful left historical footprints on grasping the country's financial needs, guarding the country's financial interests, serving as the helm with rich successful experience, and innovating with steady control of opportunities as well as creating suitable ways of thinking. All above these enabling Citi to discover opportunities, manage risks, and connect points for bank customers in ways that no one else can do.

    Looking at the design of Citibank’s strategic development and progress path, one can feel its achievement of brand value in the future.

    Support customers to drive progress

    Support the global movements on girls' education

    Support the economic development of the banking community

    Supporting the next generation of smart people comes from its     global commitment to youth.

    Pathways to Progress is a job skills training program designed to solve the long-standing global youth unemployment problem. Since the launch of Pathways to Progress in 2014, the Citi Foundation has invested more than 230 million USD in workforce preparations worldwide. In September 2020, the Citi Foundation announced an additional 100 million USD, a three-year commitment to provide young people with economic opportunities. In the new version of Pathways to Progress, Citi Foundation will redouble its efforts to improve the economy and employment opportunities for young people in underserved communities around the world and young people of color in the United States.

    While the epidemic has brought a huge impact on the global economy, it has also brought the test of value crises and rapid response capabilities to all walks of life. The adjusted upgrades are reserved for those who have prepared opportunities. The investment and implementation of the youth employment plan not only solves the negative impacts of unemployment, but also provides basic guarantees for the company's future talent needs, and it also reflects It greatly enhances the social reputation of Citibank's brand value.

    Citibank's revenue calculations for the second quarter of 2021 and the second quarter of 2020 introduced that,“Progress is being made in the strategic update of consumer and institutional business. The bank's primary goal is to increase the returns we generate and reduce the number of peers. We have started to modernize the bank and hope to achieve outstanding results in our risk and control environment, our operations and the services we provide to our customers."

    Looking at China's baptism in the economic tide of the epidemic, it is not difficult to find that urban health and safety management has been effectively improved, and protective equipment and facilities have been greatly improved. The emphasis on product brand value brings high brand-quality consumer experience was gradually recognized and accepted. The society is being repaired towards a benign goal, and the economic prosperity of the past is just around the corner.

    On the ranking of “The First Daguan · Keweiwei World Brand Value Top 900" released on March 14, 2021, Citibank's brand value was 274.400 billion RMB, ranking the 120th.

     Citigroup:

  Because the U.S. Banking Law implements strictly separate management of banking and securities business, it stipulates that commercial bank are not allowed to purchase stocks, and are not allowed to operate non-banking businesses. There are also strict restrictions on the opening of branches. In 1968, Citibank took an important step in the company's strategic decision-establishing a bank holding company as the parent company of Citibank. It exchanged its own shares for shares of its holding company, Citibank, and 99% of Citibank's assets were Citibank's assets. For decades, Citibank has been the "flagship bank" of Citigroup.

    On April 6, 1998, Citigroup and Traveler Group announced a merger. The new company formed by the merger is called "Citigroup", and its trademarks are Traveler Group's red umbrella and Citigroup's blue wordmark. The Travelers Life and Accident Insurance Company (The Travelers Life and Accident Insurance Company), the predecessor of the Traveler Group, was established in 1864. It has been mainly engaged in the insurance industry. After the acquisition of Smith Barney, its business scope expanded to Securities brokerage, investment and financial services. At the end of 1997, it acquired Salomon Brothers, a well-known American investment bank, at a price of 9 billion USD, and established Salomon Smith Barney Investment Company, which has ranked second among American investment banks.

    Citigroup, formed by the merger of Citigroup and Traveler Group, became the first financial group in the United States to integrate commercial banking, investment banking, insurance, mutual funds, securities trading and many other financial services. The combined Citigroup has total assets of 700 billion US dollars, net income of 50 billion US dollars, 100 million customers in 100 countries, and 60 million credit card consumer customers. Thus, it becomes one of the largest universal financial groups in the world.

作者：Song Jinhong