bp and Corporate Greenwash Harvard Case Solution & Analysis

Bp's green re-branding efforts began officially with the unveiling of its new bp Helios mark, named after the Greek sun god. The new emblem did away with 70 years of corporate branding, replacing the bp shield, long associated in consumers' minds with the robustness of British imperialism. At the unveiling of the logo, the chief executive officer of the company directed focus to the business's recent purchase of the solar energy business Solarex, an acquisition that made bp the world's largest solar energy company.

From the beginning, however, environmental groups heaped scorn on bp's green rebranding. Greenpeace gave the corporation its Greenhouse Greenwash Award, specified to the biggest "corporate climate culprit" on earth.

PUBLICATION DATE: September 28, 2009 PRODUCT #: 905C10-PDF-ENG

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