Citi and US Olympic Committee

In the early- to mid-2000s, Citi was consistently ranked as the top global brand in the financial services category by Interbrand, with the company rising to eleventh across all global brand categories by 2007. However, in the wake of the recent economic downturn and subsequent recession, Citi’s global brand ranking dropped to forty-second just four years later. The steepest decline was in the United States, where Citi’s unaided brand awareness was rising as brand appeal was declining. In effect, the Citi brand was becoming better known, but less liked.