BP Branding Presentation

BP
The Brand Position

BP
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.

BP
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

BP
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

BP
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

BP
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

BP
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.

BP
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.

BP
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.

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.

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.

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

BP
Alternative Energy Sources for Business
Alternative Energy Sources
Reduced Carbon Emissions
Greener through association with BP
Less Regulation
Better Community Relations

BP
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”

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.

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

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BP Branding Presentation

by dgupta5150 on Oct 24, 2009

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BP Branding Presentation — Presentation Transcript