International Marketing Study Program 2004
BP
12 January 2004
We were very privileged to visit BP's new St James office (located near Piccadilly Circus in London).
Our time at BP started with a very informative presentation by Tina Orlando (Group Reputation, Standards and Engagement). Tina overviewed BP's expansion and branding strategies and gave us a deeper appreciation of BP's portfolio of brands, their attributes and positioning. The group were keen to respond to Tina's questions and were well rewarded for their efforts with various BP merchandise.
Richard Smuts (Manager Retail Advertising Europe) from BP Group Marketing then explained the intricacies of BP's brand architecture which showed the linkages between the corporate, master and product brands in their portfolio. This leading-edge model gave us significant insights into the complexity of managing a global brand.
Following a very pleasant lunch our day ended with a presentation from David Henderson (from BP's Diversity and Inclusion group and a member of Monash University's alumni). David clearly illustrated the value that BP places on developing a culture of inclusion that encourages innovation and increased customer responsiveness.
As a group we felt privileged to be at BP, especially within their new facilities. We took away many insights relating to the management of successful global brands and the linkages that need to be made to ensure both internal and external consistency.
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