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BP Gas Stations Debate Changing Their Name
Jul 30th 2010 – 6:36AM
Steven Senne, AP
NEW ORLEANS (July 30) -- BP gas station owners across the country are divided over whether the oil giant stained by its handling of the Gulf spill should rebrand U.S. outlets as Amoco or another name as part of its effort to repair the company's badly damaged reputation. Some who have seen their sales plunge because of...
Background on rebranding
Rebranding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.
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