The document discusses branding strategies for oil companies. It defines key branding concepts like corporate brand reputation and image. It highlights challenges in the oil and gas sector like lack of product differentiation and disloyal customers. The document recommends integrating CSR initiatives with company vision to build brands. It emphasizes using an integrated marketing communications approach including digital advertising, public relations, and event management to effectively communicate with stakeholders.

1. Branding strategy of Oil
Companies
UPES Dehradun
11/08/2017

3. What is a brand?
• Brand is the sum of the perceptions that are
held about a company or a product by
external and internal audiences and
stakeholders.

4. Product and Brand
• An item ready for sales
• Is what you need
• Can be copied
• Created by
manufacturer
• Performs a function
• Is tangible
• Can be outdated after a
time
• Distinguishes
• Is what you want
• Exclusive identity
• Created by customers
• Offers value/promise
• Intangible
• Remains forever

5. BRAND identity
• Name, term, design, symbol or any other
feature that identifies a product different from
others
• Persona of a brand

6. Corporate Brand Reputation
• Stakeholders ( internal and external) overall
estimation of an organization through
experience and communication established
over a period of time
• It includes Corporate behavior

7. Corporate Brand Building
• Enhancing Corporate brand reputation
through strategies and tactics leading to
increased Brand Equity
• Strategies include product management,
brand management and integrated marketing
communication

8. Corporate Brand Image
• Stakeholders ( external) immediate impression
of an organization in relation to specific
message or image ( logo, package, advertising
etc)

9. Branding
• Branding is the universe of activities you
undertake that affects those perceptions. In
order to effectively build a positive brand
perception internally and externally.

10. Marketing and Branding
• Marketing is what you do – Branding is what
you are
• Marketing promotes a product or service-
Branding gives a meaning to why a business
exists
• Marketing uses persuasion – branding builds
emotional connect

11. Oil & Gas Sector
• Hardly any product differential
• Similar pricing
• Broad socio-economic spread
• Imperative to develop loyal customer base
• Top of the mind recall is the neeed
• Emphasis on brand building

12. Challenges & goals
• Disloyal customer
• No product
differentiation
• Lack of B-C
communication
• Economy driven market
• Increase customer
loyalty
• Emotional connect
• Improve targeted
communication
• Deliver sustainable
growth

13. IMC
• Management concept designed to integrate
all tools of marketing communication to work
together as unified force and not in isolation
to get the maximum impact
• Tools are : Advertising, PR EM, DM, Personal
selling, Sales Promotion & Interactive
marketing

14. PR IS POWER
• Creates positive Brand image
• Improves relations with employees
• Better engagement with community and
influencers
• Improves ties with Legislators and Govt
officials
• CRISIS MANAGEMENT

15. What is CSR?
• Continuous commitment by Business
organizations towards economic and social
(including environmental) development of
communities in which they operate
• 3 Ps concept- People, Planet and Profit

16. Mandatory CSR in India
• Companies Act 2013 makes it compulsory for
organization to invest 2% of profit
• More than 120000 crore INR available
• More attention will be paid on ROI in CSR
• Companies will use CSR funds for tangible
benefit in brand building
• Specialized professionals will be required for
CSR strategy and communication

17. Brand Building through CSR
• INTEGRATING CSR with the mission and vision
of the organization
• Strategic and sustainable CSR initiatives giving
tangible/intangible ROI
• Communicating to all stake holders( activist,
Law-makers, media etc)
• Seamlessly harmonize CSR in marketing
communication

20. DIGITAL IS PRESENT & FUTURE

22. Digital vs Conventional advertising
• Maximize efficiency rather than minimize
waste
• Ability to reach focused & niche audience
• Auction based pricing
• Ability to make one-one communication based
on psychographic
• Better optimization due quick response

23. Website objectives
• Acquisition – through paid/owned/earned
traffic
• Behavior : what should they do?
• Outcome : download, phone call, sign-up etc

25. Blogging
• INTERNAL : Employee comments, Company
news
• EXTERNAL: Videos, Customer reviews, Press
releases

27. Things to do
• SEO PPC
• WEB Self service
• Social media marketing
• Social bookmarking
• Next gen chat support
• UGC
• Online PR
• Affiliate marketing and link building
• …and more

29. UGC!
• According to research, 64% of millennials and
53% of baby boomers want more options to
share their opinions about brands, while
other studies show consumers trust user
generated content more than all other forms
of media.
• Customers trust user generated content more
than other form of media

30. Coke case
• To help boost top-of-mind awareness, Coca-
Cola created the “Share a Coke” campaign
where they produced Coke bottles with
customers names on the labels and handed
them out throughout different cities and
customers were then asked to share the
pictures of their personalized coke bottle on
Twitter and other social media platforms.

32. Starbuck case
• Starbucks’ White Cup Contest launched in
April 2014, Customers across the country were
asked to doodle on their Starbucks cups and
submit pictures on social media as entries.
• The winning entry would be the template for
a new limited edition Starbucks cup.

34. Event Management
• A tool of IMC engaging TG through an activity
( event) relevant to TG for Brand recall &
brand experience
• It’s a strategic concept, much more than
management of event
• Growing in importance since media is fast
fragmenting

35. Opportunities
• Identifying national level events or creating
and nurturing them
• Associate as lead sponsors and investing in
them long term
• Make the event synonymous with your brand
• Massive PR potential

36. Branding in VUCA environment
• CSR is a real opportunity – ensures subtle and
sustained brand building
• Going digital – measurable and economical
• Right mix of IMC tools
• PR is more than PRs
• Strategic Event Management- creating long
term properties