Page 55 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Commodities | Oil and Gas

Protecting reputation
Action Points for Brand Building
Spotlight
Insight
Insight

While the majors continued to aim their 1. Be vigilant
3. Be proactive
brand messages at the public oficials Fast growing
and others who make or inluence markets more willing Demonstrate and deliver on the brand Invest in the communities where you
Brands aim decisions about granting licenses for Retail and promise. The space between promise operate. When something happens, irst
to compromise for
messages at a exploration, brand strength also was corporate brands and performance is risk.
ix the business problem as quickly as
wider audience
important for recruiting the best don’t necessarily the environment
possible. Then turn to reputation repair.
engineers and for attracting investment.
2. Be positive
connect in the 4. Cooperate
It is still true that in this category To help shape the public conversation, Consumers generally are willing Focus on the beneits you provide to
consumer’s mind
to compromise some lifestyle society. Help people understand the The issues are too big for any one
the license to operate sits in the the oil and gas brands also invested in beneits to help improve the value you bring to their lives. Get out
company. There is good reason
hands of very few individuals, nuanced marketing campaigns that environment. The willingness is in front with a positive story rather
for brands to cooperate more on
mostly policy makers and avoided the debate about environmental There continues to be a
government regulators. But it is risk and emphasized the beneits people disconnection between the strongest in fast growing markets, than spending so much time countering communication to the public.
fair to say that, because of the derive from energy production.
consumer-facing motor fuels probably because the problem
the negatives.
is most acute there. Although
democratization of information brand at retail and the brand
still strong, the European
and wider use of social channels, The messages are to a degree directed at as a producer of energy that inclination to compromise for
the public now has a far greater the large audience of undecided people sustains quality of life. I’ve dealt the environment has eased a bit.
say in the fortunes of these trying to balance the need for an with controversial issues for
organizations. That’s not to
adequate energy supply against the risk high proile clients and what Many EU regulations already
say we’re going to see a Coke- of environmental damage to delicate we’ve seen is that regardless
are in place.

like campaign from the oil and areas like the arctic.
of the degree of controversy Sacriicing for the
gas majors, but if you look at
surrounding an oil company, there environment 2013
their above-the-line activity,
ExxonMobil continued to build its brand isn’t any substantial or sustained
it’s all aiming to create a better around technical excellence, being the impact at the pump. People aren’t India
understanding of the important go-to company for the world’s most driving past the illing stations.
Insights: BrandZM BigData
work they do by a wider audience.
dificult and risky exploration, the added They’re not cutting up their
value partner when national oil credit cards or driving grassroots 65
Chris Pratt
companies need outside assistance. But boycotts on social media.
Director, Energy
even ExxonMobil used a less technical, Public opinion divides Top 5 NOCs
Hill + Knowlton Strategies more consumer friendly voice.
Chris Gidez
Brazil
over IOCs and NOCs
Chris.Pratt@hkstrategies.com
Love (afinity) 196
Executive Vice President Global Energy
Shell’s ‘Let’s Go,’ campaign dramatizes Practice Leader
Hill + Knowlton Strategies There is a huge divide in public opinion Arrogant 102
the human beneits of energy and invites Chris.Gidez@hkstrategies.com
61
between the top International Oil
people to come together to help build a Successful 124
better energy future. Chevron put a Companies (IOCs), the independent
human face on the energy business in the China
operators, and National Oil Companies Premium 124
(NOCs), which are state owned. NOCs are
campaign called “I Agree” where seen to be more supportive and essential Top 5 IOCs
individuals testiied about how energy to their country of origin, while IOCs are
improved their lives.
59
Love (afinity) 78
generally viliied. However, IOCs score
State owned companies
at average levels for trust and corporate Arrogant 112
reputation, which are important for
Argentina reached a inancial settlement Both the Chinese government and public Europe
obtaining the licences and securing the Successful 102
with Repsol, paying the Spanish oil and The state owned companies have not have reacted strongly to dangerous levels partnerships needed for exploration.
Premium 99

gas company $5 billion in compensation traditionally focused on brand building or of air pollution. China consumes around Source: BrandZM database 43
for government’s 2012 expropriation of cultivating trust. They are more 10 million barrels of crude oil daily, All brands average = 100
Repsol’s majority stake in the Argentine impervious to pressure. That situation second only to the US.
national oil and gas company YPF. could change as the state owned oil
Chevron entered an agreement with YPF companies expand globally.

to invest in shale gas production.
Although Chinese oil and gas companies
Brazil attempted to control inlation with are relatively less familiar with brand
measures that included regulating the building, the need for brand strength
price of gas at the pump. The price increases as the Chinese companies face
controls impacted the proits of heightened public concern about the

Petrobras, the national oil company.
environmental impact of their activities.
Source: TGI 2013 / Base: All adults 18+
Percent who agree: I am prepared
to change my lifestyle to beneit the
environment. Europe includes the UK,
Spain, Germany and France.

108 BrandZM Top 100 Most Valuable Global Brands 2014
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