Why our brand matters
Our brand is not just a tool for talking to customers and corporate partners. It’s a unifying and inspiring spirit for our entire organisation. It sums up everything that we are, and want to be
The brand is the overall impression of BP that people hold in their minds - what they know about it in practical terms, and how they feel about it emotionally. Brand is formed by every experience people have of us - from our logo to the quality of our products; from how our people behave to our profile in the media. A brand is much more than just a sign or a symbol.
Our brand is a foundation for everything we do. In Upstream, for example, it’s a mark of our approach. It provides the values that drive access to new developments, and the types of relationships we build with partners and governments. In our customer-facing businesses, the brand is a guide for our customers, reflecting our promise in terms of products, services and relationships.
Our brand is key both internally and externally. We’re constantly reviewing our brand positioning and how we communicate it, to ensure it’s relevant and supports both our current business and our aspirations for the future. We carry out regular research to understand how our brand performs in various markets, and to see what our brand means to others.
Our brand is a foundation for everything we do. In Upstream, for example, it’s a mark of our approach. It provides the values that drive access to new developments, and the types of relationships we build with partners and governments. In our customer-facing businesses, the brand is a guide for our customers, reflecting our promise in terms of products, services and relationships.
Our brand is key both internally and externally. We’re constantly reviewing our brand positioning and how we communicate it, to ensure it’s relevant and supports both our current business and our aspirations for the future. We carry out regular research to understand how our brand performs in various markets, and to see what our brand means to others.
