Abstract
In 2000, BP changed its corporate image from a traditional oil company to one that marketed a more caring environmental image. The company suffered blows to this new image as a result of several major catastrophes, the 2005 explosion at the Texas City, TX refinery and the Deepwater Horizon spill in April 2010. Although the environmental impact has and will be debated for years, the event serves as a case study of how a properly planned and executed PR and crisis communications plan can help reduce the damage done to the corporate brand.
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© 2014 Mark L. Robinson
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Robinson, M.L. (2014). How BP Destroyed a Corporate Brand. In: Marketing Big Oil: Brand Lessons from the World’s Largest Companies. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137388070_7
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DOI: https://doi.org/10.1057/9781137388070_7
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-48226-9
Online ISBN: 978-1-137-38807-0
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)