Marketing Big Oil: Brand Lessons from the World’s Largest Companies PDF
Preview Marketing Big Oil: Brand Lessons from the World’s Largest Companies
Marketing Big Oil DOI: 10.1057/9781137388070.0001 Other Palgrave Pivot titles Nicholas Robinette: Realism, Form and the Postcolonial Novel Andreosso-O’Callaghan, Bernadette, Jacques Jaussaud, and Maria Bruna Zolin (editors): Economic Integration in Asia: Towards the Delineation of a Sustainable Path Umut Özkırımlı: The Making of a Protest Movement in Turkey: #occupygezi Ilan Bijaoui: The Economic Reconciliation Process: Middle Eastern Populations in Conflict Leandro Rodriguez Medina: The Circulation of European Knowledge: Niklas Luhmann in the Hispanic Americas Terje Rasmussen: Personal Media and Everyday Life: A Networked Lifeworld Nikolay Anguelov: Policy and Political Theory in Trade Practices: Multinational Corpora- tions and Global Governments Sirpa Salenius: Rose Elizabeth Cleveland: First Lady and Literary Scholar StenVikner and Eva Engels: Scandinavian Object Shift and Optimality Theory Chris Rumford: Cosmopolitan Borders Majid Yar: The Cultural Imaginary of the Internet: Virtual Utopias and Dystopias Vanita Sundaram: Preventing Youth Violence: Rethinking the Role of Gender and Schools Giampaolo Viglia: Pricing, Online Marketing Behavior, and Analytics Nicos Christodoulakis: Germany’s War Debt to Greece: A Burden Unsettled Volker H. 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Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–1–137–38807–0 PDF ISBN 978-1-349-48226-9 Library of Congress Cataloging-in-Publication Data is available from the Library of Congress. A catalogue record of the book is available from the British Library. First edition: 2014 www.palgrave.com/pivot doi: 10.1057/9781137388070 This book is dedicated to the five most important people in my life: My parents and my family. DOI: 10.1057/9781137388070.0001 Contents List of Tables viii List of Brand Lessons ix Introduction 1 Part I From Standard Oil to Big Oil 1 Big Oil and the Love-Hate Relationship 6 2 The Oil Refining Era: 1863–1869 10 3 The Standard Oil Empire Reigns Supreme: 1870–1900 17 4 The End of One Oil Empire and the Beginning of Another: 1905–1911 26 5 The Arrogant and Aloof Oil Company 31 Part II Managing the Brand Crisis 6 How BP Destroyed a Corporate Brand 41 7 The Exxon Valdez: A Failure in Brand Crisis Leadership 48 8 Shell versus Greenpeace and Brent Spar 55 9 The Tarnished BP Brand: From Texas City to Price Fixing 64 vi DOI: 10.1057/9781137388070.0001 Contents vii 10 Chevron versus Ecuador: How a Strong Brand Defends Itself 71 11 A ‘Shell’ Game for Investors 79 Part III Marketing Strategies and Brand Building 12 Marketing and Advertising Innovation at Mobil Oil 88 13 The Brand Disconnect between BP and ‘Beyond Petroleum’ 95 14 Chevron and the Evolution of Human Energy 107 15 Brand Building at Shell Oil 118 Part IV Big Oil and the Era of Consumer Engagement 16 Building Brand Loyalty: Improving the Retail Fueling Experience 130 17 Communicating with the Masses: Big Oil and Social Media 136 Part V Concluding Remarks Index 148 DOI: 10.1057/9781137388070.0001 List of Tables 1.1 Big oil company rankings by revenue 8 1.2 BrandZ’s top 100 global brands (Big Oil) 8 11.1 Shell’s reserves overstatements 83 11.2 Shell’s number of shares under option at the end of the year granted to executives and other employees 85 12.1 Marketing taxonomy at the gas pump: Mobil’s segmentation of consumers 92 14.1 Attitudes toward Standard Oil of California from 1944 to 1957 108 14.2 Attitudes toward Standard Oil of California before and during Arab Oil Embargo (Western states) 108 17.1 BP’s tweets during the Gulf of Mexico spill 140 viii DOI: 10.1057/9781137388070.0002 List of Brand Lessons Brand Lesson No. 1 37 Brand Lesson No. 2 46 Brand Lesson No. 3 53 Brand Lesson No. 4 62 Brand Lesson No. 5 69 Brand Lesson No. 6 77 Brand Lesson No. 7 86 Brand Lesson No. 8 94 Brand Lesson No. 9 94 Brand Lesson No. 10 105 Brand Lesson No. 11 116 Brand Lesson No. 12 127 Brand Lesson No. 13 134 Brand Lesson No. 14 144 DOI: 10.1057/9781137388070.0003 ix
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