BP’s Beyond Petroleum Campaign: Challenges of Sustaining a Green Branding Strategy

Proceedings of the International Association for Business and Society 18:511-512 (2007)
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Abstract

This case examines BP company’s launch of a new global brand - under the banner of “Beyond Petroleum” and a new logo – a vibrant sunburst of green, while, and yellow – in 2000. The case also analyzes the series of environmental health and a safety problem BP suffered since the launch of the “Beyond Petroleum” campaign and explores what important lessons that can be drawn for companies that might be considering sustainability factors in their branding strategies

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9780976326441

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