Citibank's cobranding announcement with Sony Corp. last week underscored how interested the New York bank is in marketing alliances-of a certain kind.

Saying that "alliances are a critical piece of our strategy," A. Sami Siddiqui, Citibank's general manager of credit cards in North America, said the company wants to work with others in the big leagues of corporate branding.

Limited Time Offer

Save $400 off your subscription. Special offer ends April 30, 2017.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.