bp and Corporate Greenwash Harvard Case Solution & Analysis

BP's green rebranding effort officially began with the opening of its new BP Helios mark, named after the Greek god of the sun. The new logo did away with 70 years of corporate branding, replacing the BP shield, long associated in the minds of consumers with the power of British imperialism. Helios brand value of U.S. $ 7 million to develop and is projected to cost the company another $ 100 million a year to integrate the marketing and operations over the next two years. At the opening of the logo CEO drew attention to the recent acquisition of a solar energy company Solarex, acquisition, BP has made the world's largest solar energy company. The opening logo Helios was the formalization of rebranding strategy, which began to emerge in the last year with the Director General's statement that 200 new sites bp around the world to be included in the solar energy through solar panels placed on the roofs of the gas pumps, and his desire to reduce BP's own carbon emissions by 10 percent by 2010. From the beginning, however, environmental groups heaped scorn on the green BP rebranding. Greenpeace gave the company its greenhouse premium green camouflage, this major "corporate climate culprit" on earth. "Hide
by Michael Sider Source: Richard Ivey School of Business Foundation 7 pages. Publication Date: September 28, 2009. Prod. #: 905C10-PDF-ENG

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