Marketing Big Oil: Brand Lessons from the World’s Largest by M. Robinson

By M. Robinson

Advertising and marketing mammoth Oil starts off with an ancient viewpoint taking a look at how massive Oil got here to be after which analyzes the selling and company branding courses of those oil titans to illustrate what does and does not paintings, exhibiting us how even the biggest businesses occasionally fail to get their message throughout.

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Extra resources for Marketing Big Oil: Brand Lessons from the World’s Largest Companies

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3 BP eventually suspended its dividend payments to shareholders. The company also divested billions of dollars in assets to ensure sufficient financial resources were available to fund compensation claims and to complete the cleanup effort. According to YouGov’s Brandweek Buzz Report, BP’s brand rating also suffered. The report is a weekly consumer perception survey that collects and analyzes data on the most talked about brands based on marketing buzz. The scores are based on weighing positive and negative perceptions of a brand.

1. 0011 6 How BP Destroyed a Corporate Brand Abstract: In 2000, BP changed its corporate image from a traditional oil company to one that marketed a more caring environmental image. The company suffered blows to this new image as a result of several major catastrophes, the 2005 explosion at the Texas City, TX refinery and the Deepwater Horizon spill in April 2010. Although the environmental impact has and will be debated for years, the event serves as a case study of how a properly planned and executed PR and crisis communications plan can help reduce the damage done to the corporate brand.

As part of his federal government policy, Roosevelt distinguished between good trusts and bad trusts. Good trusts provided benefit to society, bringing products to market that benefitted consumers. On the other hand, bad trusts, such as Standard Oil, restrained free trade, bullied competitors, and engaged in abusive business practices. What led Roosevelt’s decision to target Standard Oil came primarily from the 21 installments Ida Tarbell had authored in McClure’s magazine. Running monthly from 1904 through 1906, Tarbell’s “The History of the Standard Oil Company” described the inner workings of the company in minute detail, revealing the entirety of the company’s actions, many of which would today be illegal.

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