BP The Brand Position

The Brand Position

BP The Brand Position - Only

The Brand Position - Only

BP The Brand Position – Only BP is the only global energy company moving to new sources of energy that includes solar power. The following Yahoo Finance chart shows how BP is different.

The Brand Position – Only

BP is the only global energy company

moving to new sources of energy that

includes solar power.

The following Yahoo Finance chart shows

how BP is different.

BP

BP Three Themes Progressive and Profitable Alternative Energy Sources for Business Beyond Petroleum

Three Themes

Progressive and Profitable

Alternative Energy Sources for Business

Beyond Petroleum

BP Progressive and Profitable – (appeals to Investors Archetype) Moving to new and profitable sources of energy for the future

Progressive and Profitable –

(appeals to Investors Archetype) Moving to new and profitable sources of energy for the future

BP Business Alternative Energy Sources – (appeals to Business Archetype) Developing more efficient and alternative forms of energy to move you ahead

Business Alternative Energy Sources –

(appeals to Business Archetype) Developing more efficient and alternative forms of energy to move you ahead

BP Beyond Petroleum – (appeals to Public Perception Archetype) Investing for a Greener future

Beyond Petroleum –

(appeals to Public Perception Archetype) Investing for a Greener future

BP Brand attributes supporting being Only Green Progressive Quality

Brand attributes supporting being Only

Green

Progressive

Quality

BP Green – BP is the only energy company investing in and pursuing alternative energy sources; namely solar power

Green –

BP is the only energy company investing in and pursuing alternative energy sources; namely solar power

BP Progressive – BP is striving to find more efficient ways to produce energy with proven leadership in solar power

Progressive –

BP is striving to find more efficient ways to

produce energy with proven leadership in

solar power

BP Quality – BP focuses on safety and operational excellence

Quality –

BP focuses on safety and operational excellence

BP Why will audiences respond? BP fulfills the needs of three archetypes -

Why will audiences respond?

BP fulfills the needs of three archetypes -

BP Investors Archetype: Investors are looking for profitable companies with less investment risk. BP is the only company vs. its direct competition coming up with unique and profitable alternative energy sources.

Investors Archetype:

Investors are looking for profitable companies with less investment risk.

BP is the only company vs. its direct competition coming up with unique and profitable alternative energy sources.

BP Business Archetype: BP helps businesses be more energy efficient and green through partnering. BP provides multiple energy alternatives.

Business Archetype:

BP helps businesses be more energy efficient and green through partnering. BP provides multiple energy alternatives.

BP Public Perception Archetype: The lesser evil of oil companies, BP is the greenest energy company with demonstrated leadership in solar power.

Public Perception Archetype:

The lesser evil of oil companies, BP is the greenest energy company with demonstrated leadership in solar power.

BP What specific audience needs does this position promise to fulfill?

What specific audience needs does this position promise to fulfill?

BP Investors : Are looking for profitable companies with new alternative sources of energy to invest in as their policies require them to invest in environmentally responsible companies because they hold less risk.

Investors :

Are looking for profitable companies

with new alternative sources of energy

to invest in

as their policies require them to invest

in environmentally responsible companies

because they hold less risk.

BP Business Archetype: Businesses need power produced through more efficient methods including alternative energy sources which reduces their carbon emissions resulting in economic incentives and makes them less subject to regulation and better neighbors in their communities.

Business Archetype:

Businesses need power

produced through more efficient methods

including alternative energy sources which

reduces their carbon emissions

resulting in economic incentives and

makes them less subject to regulation and

better neighbors in their communities.

BP Public Perception Archetype: The general public needs fuel for their cars and energy for their homes, but also prefers to do business with a greener company.

Public Perception Archetype:

The general public needs fuel for their cars

and energy for their homes, but also

prefers to do business with a greener

company.

BP Derivation from the Brand Position Investors Profitable company Meets environmental investment policies

Derivation from the Brand Position

Investors

Profitable company

Meets environmental investment policies

BP Derivation from the Brand Position Alternative Energy Sources for Business Alternative Energy Sources Reduced Carbon Emissions Greener through association with BP Less Regulation Better Community Relations

Derivation from the Brand Position

Alternative Energy Sources for Business

Alternative Energy Sources

Reduced Carbon Emissions

Greener through association with BP

Less Regulation

Better Community Relations

BP Derivation from the Brand Position Public (including Governments and Regulators) Needs lowest cost quality fuel Needs energy to heat and cool homes Prefers to do business with Green companies

Derivation from the Brand Position

Public (including Governments and Regulators)

Needs lowest cost quality fuel

Needs energy to heat and cool homes

Prefers to do business with Green companies

BP Theme Differences Investor – emphasis on profitability and meeting environmental investment policies Businesses – emphasis on alternative energy sources that make the business greener by association Public – meeting car and home energy needs through greenest “oil company”

Theme Differences

Investor – emphasis on profitability and meeting environmental investment policies

Businesses – emphasis on alternative energy sources that make the business greener by association

Public – meeting car and home energy needs through greenest “oil company”

BP Pay-off Investors – profitable global company meets shareholder interests in environmental responsibility and lower investment risk. Businesses – need energy, reduced carbon emissions, less regulation and better community relations. Public – fulfills demand for car and home while patronizing the greenest energy companies.

Pay-off

Investors – profitable global company meets shareholder

interests in environmental responsibility and lower investment

risk.

Businesses – need energy, reduced carbon emissions, less

regulation and better community relations.

Public – fulfills demand for car and home while patronizing the

greenest energy companies.

BP Validation Differences Investor – global company profitable only solar energy provider in its class existence of environment investment policies Businesses – alternative energy sources includes solar and wind reduced carbon emissions mean less regulation Public – depends on gas and conventional energy sources for now wants oil independence believes in controlling global climate change

Targeting Matrix low high low high Differentiation Importance - solar - green - alternative energy - quality - global - oil exploration and production - profitable

Targeting Matrix low high low high Differentiation Importance - solar - green - alternative energy - quality - global - oil exploration and production - profitable Narrowcast persuasion Broadcast

BP Tactical Recommendations Promote Awareness of BP’s Onliness Greenest alternative in oil companies Widest array of alternative energy Leadership in solar energy

Tactical Recommendations

Promote Awareness of BP’s Onliness

Greenest alternative in oil companies

Widest array of alternative energy

Leadership in solar energy