Question

Topic: Branding

Has The Bp Rebranding Effort Been Successful?

Posted by Anonymous on 10/22/2007 at 10:44 AM ET 25 Points
In 2000 the oil giant BP (British Petroleum) rebranded itself as "BP: Beyond Petroleum." This was part of an effort to portray BP as a more responsible energy company, not just an oil company: one that incorporated solar energy in its portfolio and was willing to move away from oil.

BP replaced its logo with a vibrant green-white-and-yellow sunburst named after Helios, the Greek sun god. The logo was intended to show "commitment to the environment and solar power" and promote the new BP as the company of choice “for the environmentally-aware motorist."

Along with its new name, BP launched a new line of gas stations called BP Connect, intended to "reposition BP Amoco, an old-economy gas station giant, into a progressive, environmentally friendly retailer." Gas is just one of many items for sale at the high-tech, spotless stations, which are also equipped with solar panels.

While BP has invested FAR more in branding and advertising than in any real environmental actions, the question is- how successful have these rebranding efforts been? Not in terms of financial impact, but in terms of consumer/customer perception. Does anyone know of any data which show how successful BP has been in repositioning itself in consumers’ minds?

Thanks!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Jay Hamilton-Roth on 10/22/2007 at 10:47 AM Member
    This sounds like a school project. Take a look at guideline #5 at https://www.marketingprofs.com/ea/guidelines.asp

    If you have thoughts that you'd like help evaluating, please share and we'll help.
  • Posted by Jay Hamilton-Roth on 10/22/2007 at 11:19 AM Member
    My apologies.

    Besides sales data (as well as franchise purchase information), I don't know of any relevant perception studies.
  • Posted by ilan on 10/22/2007 at 9:38 PM Accepted
    BP is not successful in what you call a "rebranding" effort.
    The very simple reason is because they never meant what they said, and the consumers are not idiots.
    The BP "rebranding" was a complete veneer to cover up many other things that didn't work in their refineries (remember the disaster in Texas?) and the other pollution issues in Lake Michigan, which are still causing major harm to the environment.
    Anyone who lives in Chicago, knows that the BP brand and all its products are the most expensive in the market, for no reason.
    I think that the new green color makes a complete mockery of the green movement toward environmental responsibility.
    BP's effort seems more like a joke, there is very little honesty about the graphics and the slogan.
    As a brand consultant, I would refuse to work with them, even if they would offer me a flight to the moon...
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)