IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2015v3i4p316-321.html
   My bibliography  Save this article

Shell's response and brand management during industry crises

Author

Listed:
  • Singer, Tricia Elwell

Abstract

In today's complex operating environment, a company's reputation is paramount. The digitally driven marketing landscape puts business under scrutiny in real time, but if companies can clearly convey their mission and values — and a purpose that extends beyond growing their own balance sheets — the digital world offers fresh opportunities to engage with the public in innovative ways. Sometimes that requires a company to take a risk when conveying its vision and values to stakeholders. Shell explored this challenge of building brand reputation in the months following the Deepwater Horizon disaster, seizing an opportunity to lead the conversation on sustainable energy. The bold communication campaign helped Shell solidify its engagement strategy, reach new audiences and build trust among its stakeholders.

Suggested Citation

  • Singer, Tricia Elwell, 2015. "Shell's response and brand management during industry crises," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(4), pages 316-321, January.
    • Handle: RePEc:aza:jbs000:y:2015:v:3:i:4:p:316-321
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/3634/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/3634/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    crisis; energy; brand reputation; stakeholder engagement; consumer marketing; advertising; marketing communications; brand communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2015:v:3:i:4:p:316-321. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.