Deepwater Horizon: Lessons in Corporate Branding

Vikas Mittal, Kyuhong Han
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引用次数: 1

Abstract

How did the 2016 film Deepwater Horizon affect BP’s corporate brand? How can a company reliably measure and track its brand for strategic planning purposes? This study provides a practical approach for measuring the effect of external events on a firm’s corporate brand. Such a measurement approach requires a consistent set of corporate-brand attributes that should be measured on an ongoing basis. Results show that the film’s release did not have the expected negative impact on corporate brand for Shell and Exxon. The impact was similarly small for BP, though BP’s corporate brand was already lower prior to the movie’s release.
深水地平线:企业品牌的教训
2016年的电影《深水地平线》对英国石油公司的企业品牌有何影响?为了战略规划的目的,公司如何可靠地衡量和跟踪其品牌?本研究为衡量外部事件对企业品牌的影响提供了一种实用的方法。这种测量方法需要一组一致的企业品牌属性,应该在持续的基础上进行测量。结果表明,影片的上映并未对壳牌和埃克森公司的企业品牌产生预期的负面影响。对英国石油公司的影响同样很小,尽管在电影上映之前,英国石油公司的企业品牌已经很低了。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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