Corporate Brand Building at Shell-Mex Ltd in the Interwar Period
This 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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
| Length: | |
| Date of creation: | Sep 2008 |
| Handle: | RePEc:cgs:wpaper:23 |
| Contact details of provider: | Postal: +44-(0)20-7882-3167 Phone: +44-(0)20-7882-3167 Fax: 44-(0)20-7882-3615 Web page: http://www.busman.qmul.ac.uk/research/cgr/index.html Email: More information through EDIRC
|
References listed on IDEAS
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.:
- Roy Church, 1999. "New perspectives on the history of products, firms, marketing, and consumers in Britain and the United States since the mid-nineteenth century 1," Economic History Review, Economic History Society, vol. 52(3), pages 405-435, 08.
- Roy Church, 2000. "Advertising consumer goods in nineteenth-centuary Britain: reinterpretations[This artic]," Economic History Review, Economic History Society, vol. 53(4), pages 621-645, November.
- van Zanden, Jan Luiten & Jonker, Joost & Howarth, Stephen & Sluyterman, Keetie, 2007. "A History of Royal Dutch Shell," OUP Catalogue, Oxford University Press, number 9780199298778, April.
- Roy Church & Christine Clark, 2003. "Purposive Strategy or Serendipity? Development and Diversification in Three Consumer Product Companies, 1918-39: J. & J. Colman, Reckitt & Sons, and Lever Bros./Unilever," Business History, Taylor & Francis Journals, vol. 45(1), pages 23-59.
This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.
When requesting a correction, please mention this item's handle: RePEc:cgs:wpaper:23. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Pedro S. Martins)
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.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.