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24/7 Wall St.: 10 Brands That Lost the Most Value

6. Citi

Pct. brand value decline: 12% (tied for 7th)

Brand value: $7.6 billion (50th)

Parent company: Citigroup Inc. (NYSE: C)

1-yr. change in revenue: -5.2%

Industry: Financial services

After five years of consecutive decline, Citi’s brand value in 2012 is less than one-third of its all-time high of $23.4 billion. By comparison, the brand value of J.P. Morgan Chase & Co. (NYSE: JPM) , another money center bank, has risen in two of the past three years. During the last several years, multiple lawsuits have been brought against Citi for its role in the U.S. subprime mortgage crisis. A $45 billion bailout from the U.S. Treasury in 2008 and a failed Federal Reserve “stress test” — a test that evaluates a bank’s ability to survive a stock or housing market crash — have also hurt the bank’s reputation. To help revitalize its brand, the bank secured an Olympic sponsorship and launched a major advertising campaign to highlight its major historical financial innovations. However, Interbrand’s Josh Feldman told 24/7 Wall St. he did not believe Citi had a marketing problem, but that “evaluating banks on fundamentals is very much in play” in Citi’s brand decline.

(AP Photo/Mark Lennihan)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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