TITLE

Petroleum and principles

AUTHOR(S)
Lewis, Elen
PUB. DATE
July 2002
SOURCE
Brand Strategy;Jul2002, Issue 161, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Analyzes how the Shell brand has reinvented itself to fit in with the expectations of its stakeholders. Incidents that made Shell realize that its ethical policies were intrinsically linked to the value of its brand; Importance of brand reputation for a global corporation; Need for Shell to build its emotional affinity with its customers.
ACCESSION #
7360308

 

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