Corporate Brand Building at Shell-Mex Ltd in the Interwar Period
AbstractThis paper is an analysis of corporate brand building at Shell-Mex Ltd in the inter-war period in Britain. While there has been some historical analysis of product brand development in the UK, this has not been the case in corporate or institutional brand building which has remained neglected. This paper outlines this process at Shell-Mex, the distributive arm in Britain for the Shell Transport and Trading Company, part of the larger Royal Dutch Shell Group. The paper argues that Shell consistently and coherently built up its corporate brand in the inter-war period through a series of strategies which included publicity, sponsorship of record breaking flights, links with empire, use of prominent artists, documentaries, road guides and association with the British countryside. This development of its corporate brand had multiple benefits for the group, both internally within its organisation, and externally in relation to its product brands and overall competitiveness.
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Bibliographic InfoPaper provided by Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research in its series Working Papers with number 23.
Date of creation: Sep 2008
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More information through EDIRC
brand building; Shell-Mex;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- N84 - Economic History - - Micro-Business History - - - Europe: 1913-
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-10-07 (All new papers)
- NEP-HIS-2008-10-07 (Business, Economic & Financial History)
- NEP-MKT-2008-10-07 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- van Zanden, Jan Luiten & Jonker, Joost & Howarth, Stephen & Sluyterman, Keetie, 2007. "A History of Royal Dutch Shell," OUP Catalogue, Oxford University Press, number 9780199298778.
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