Petroleum and principles

Lewis, Elen
July 2002
Brand Strategy;Jul2002, Issue 161, p16
Trade Publication
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.


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