The Chronicles of BP Oil in the formulation, implementation and evaluation of its global branding, along with the key moments solutions in three main areas along the way. BP Oil International is a retail / consumer marketing department, which is historically known for the exploration and production of oil. Its advertising manager puts pressure on the companies pay more attention to your brand, in particular, consumer awareness and brand associations (image). Advertising manager and his boss raised the proposal to establish a global program of brand equity (Brand Image Program), the cornerstone of which is a global advertising campaign. Now they have to convince the marketing strategy, the central supervisory authority to approve the program. "Hide
by Robert J. Kopp, Philip A. Dover Source: Babson College 21 pages. Publication Date: January 1, 1995. Prod. #: BAB106-PDF-ENG
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