Brand Building

BP SA's number one brand of choice

Distilling and highlighting the unique attributes of a brand and communicating this via various channels in order to entice consumers to choose this brand over others.

The Challenge

How to differentiate fuel and create brand loyalty for BP in a regulated petroleum market where price parity is perceived as product sameness?

Solution

Provided credible 'proof points' of fuel and convenience offerings to create consumer preference. Lange retained for past 8 years for all brand and retail communications for BP Africa.

The Result

BP consistently voted Top Petroleum Brand in annual Sunday Times Brand and Branding survey despite smaller retail presence. This year also Top Convenience Retailer