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Posts Tagged ‘Shell’

BEST GLOBAL BRANDS 2010

Posted Thursday, September 16th, 2010

Apple‘s brand value has increased by 37% but it has only charted at 17th place in this year’s annual Best Global Brands survey from Interbrand, way behind IBM, Google and Microsoft.

The company, boosted its brand through controlled messaging and an endless wave of buzz surrounding new product launches, but still failed to make the top 10.

It has recently come under heavy criticism in public perception due to problems with the iPhone 4 reception handset, leading to the offer of a free rubber casing for those who were dissatisfied with their purchase.

The brand barometer placed Coca-Cola as its top global brand, with technology brand IBM taking second place, Microsoft third and Google fourth.
BlackBerry made great gains with a 32% increase in brand value. At 54th place it is the most popular smartphone for business users, despite pressure from Apple as it edges into the corporate world.

The annual survey from the consultancy said that a number of brands had faced extraordinary crises in 2010 resulting in stalled growth and loss of value.

BP fell out of the ranking this year, on the back of the Gulf of Mexico disaster and its poorly received response.
BP‘s disaster and inability to produce results on its brand promise of “Beyond Petroleum” led to it falling off of the list. Worse, it saw competitor Shell emerge as the leading oil industry brand, now ranked number 81, up from number 92 in 2009.
Toyota still ranked a surprising 11th place despite the biggest product recall in its history, which caused the brand to lose 16% of its brand value as its long-standing reputation for reliability, efficiency and innovation took a serious knock.

During a difficult year for the auto industry, Mercedes Benz (12th place) and BMW (15th place) were able to sustain and build their value “through innovative design and a focus on delivering premium value vehicles with luxury features”.

Using customer feedback, largely drawn from YouTube, Flickr, Twitter and Facebook to launch the 2009 Fiesta, Ford at 50th place stood out as one of the best example of how to use social media. Award-winning products like the Q5 and rich heritage helped Audi to 63rd place with a 9% increase in its brand value.

In the financial sector, Citi (40th place) and UBS (86th place) lost double-digits in brand value, while Santander (68th place), Barclays (74th place) and Credit Suisse (80th place) made their debut on the list for the first time.

Their ability to stay true to brand promises in unsure times, and avoidance of the subprime mortgage crisis, helped them stay the course.

“2010 was the beginning of a long road back towards economic recovery,” said Jez Frampton, group chief executive at Interbrand.

“From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value.

Despite this new paradigm of brand management, the advantages of building a solid brand remain the same.”

Despite the economic downturn, luxury brands Cartier (77th place), Armani (95th place), Louis Vuitton (16th place), Gucci (44th place), Tiffany & Co (76th place) and Hermes (69th place) all saw the value of their brands increase in 2010 by “continuing to invest in their heritage and legendary status.”

Last year’s survey saw financial brands take a hammering due to the global downturn, with internationally famous names such as Citi and UBS seeing the value of their brand slashed in half.


Which oil company has the smallest environmental footprint?

Posted Wednesday, September 9th, 2009

New Greenopia report ranks oil companies according to environmental impact and effort.

Mother Nature Network, May 26 2009

Let’s face it, there are no environmentally friendly oil companies. It’s a contradiction in terms. Every major oil company in the world has a significant negative environmental impact — one that could only be eliminated by making a complete switch to renewable energy. But, green ratings and rankings site Greenopia.com has evaluated 10 oil giants to determine who’s causing the least damage and making the most effort to be greener.
 
Fossil fuels are pretty much at the top of any environmentalist’s black list,” said Doug Mazeffa, director of research at Greenopia. “But until alternative-fuel coalesces into large-scale market availability, cars are a vast and current fact of life and they are powered by refined crude oil.”
 
British Petroleum came in first as the company that’s doing the most to lessen its impact. Greenopia praises BP’s user-friendly, transparent sustainability reports, its efforts to reduce its greenhouse gas emissions and its portfolio of renewable energy investment. Greenopia called BP “the place to go if you want some of the more responsibly sourced oil in the U.S.”
 
Coming in dead last is Citgo, which has the least complete environmental reporting of any company evaluated. Greenopia says,

‘We couldn’t even track down the total greenhouse gas emissions, something that every other company reports front and center. And even though Citgo had an impressively low number of oil spills, they don’t even report the volume of oil spilled, so there is no way of being sure how big of an accomplishment this is. Likewise we don’t have a feel for the amount of water consumed or waste generated. Lastly, Citgo could benefit from other alternative fuels besides ethanol. Ethanol has questionable life cycle benefits and there are many other greener fuel types out there.’

Production efficiency, oil spill efficiency, sustainability reporting, pursuit of alternative fuels, stance on climate change and resource efficiency were among the criteria used to rank BP, Exxon, Chevron, Shell, Hess, Citgo, Valero, Conoco Phillips, Sunoco and Marathon. Data was collected from the companies’ sustainability and/or annual reports and was normalized against production and revenue to determine each companies’ efficiency relative to its competitors.


 
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