Brand Building at Shell Oil

Mark L. Robinson
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Chapter 15 in Marketing Big Oil: Brand Lessons from the World’s Largest Companies, 2014, pp 118-128 from Palgrave Macmillan

Abstract: Abstract Royal Dutch Shell was founded in 1907 following the merger between a Dutch oil company,the Royal Dutch Petroleum Company, and a UK company, Shell Transport and Trading Plc. Instead of forming a single merged entity, Royal Dutch owned a 60 percent ownership share in the merged company, while Shell owned a 40 percent share. In the decades prior to the name change, Shell’s marketing and advertising activity was typical of the majority of big oil companies; all of them were known for their technical expertise in the areas of exploration and production (E&P) and research and development (R&D) but none was renowned as being innovative, especially in the area of traditional marketing, brand management, and communications.

Keywords: Advertising Campaign; Brand Management; Traditional Marketing; Television Spot; Brand Building (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38807-0_16

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DOI: 10.1057/9781137388070_16

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