Creating brand value for fuel retailers

Robert Onion Chairman, Circle

March 2015

create brand space

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We create brand spaceTM for fuel retailers by devising distinctive brand strategies, stand out identities and consistent retail experiences.

As sector specialists we understand the business pressures on fuel retailers and have the expertise to see fuel brands in the round, helping you find new angles to attract and retain customers and drive new revenue opportunities.

FUEL RETAIL BRANDS

hello

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What is brand value and how is it measured?

Brand value, brand equity or intangible value is the variation between a companies ‘book value’ and market value.

62% of the worlds business is now intangible…

Or $19.5 trillion…

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The top 10 most valuable brands Source: Forbes

‘…almost 50% or $73billion of Coca-Cola’s overall

company value is currently attributed to their brand equity’

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Brand value: How is it measured?

•  Desirability

•  Loyalty

•  Consumer sentiment

•  Visual identity strength

•  Online presence

•  Employee satisfaction

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How is this relevant to fuel retailers?

•  Brands drive consumer demand

•  Brands reassure investors and financial markets

•  Brands motivate staff

•  Brands secure the best business partners

•  Brand is the most valuable intangible asset in your business today

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How to build brand value

Communicate a compelling strategy

“…make a handful of exquisitely designed products that offer not just enticing features but holistic

experiences. And everyone will want them”

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How to build brand value

What does this mean for you? •  Put your money where your strategy is

•  Do your investments support your strategy?

The most successful brands deliver a holistic experience

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What’s in a fuel retail brand?

distress purchase

positive purchase

stand for something

CLEAR OFFER

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How to build brand value

BRAND

STRONG COMMUNICATIONS CLEAR OFFER

COMPELLING CULTURE

FRESH ENVIRONMENT

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How to build brand value

EXAMPLE

INVEST IN ENV.

TECHNOLOGIES E.G. SOLAR

IDENTITY COMMUNICATES

GREEN MESSAGES

INSIST ON BREEAM BUILD

STANDARDS

MAKE STRONG CSR

COMMITMENTS PIONEER

ALTERNATIVE FUELS

BUILDING AN ENVIRONMENTAL

BRAND DESIGN STATIONS

THAT ARE SYMPATHETIC TO

LOCAL ENVIRONMENTS

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Brand identity

Green technology Innovative ideas

‘A little bit better’ - simple and achievable idea

Beyond petroleum

(Energy, not just petrol)

For example, BP…

CLEAR OFFER

STRONG COMMUNICATIONS

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The context

Some of the greatest brands in the world…

Allied, Ghana

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Building brand value with Allied

• Why rebrand / the Ghanain market

• Challenges to rebranding

• The results

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About the Ghanaian market

• There are about 82 registered Oil Marketing Companies in Ghana

• GOIL is the national oil marketing company with Total and Shell being the multinational OMC’s

About the Ghanaian consumer

• They have become brand aware and choosy with which brand to associate with

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Building brand value with Allied

The objective of the Allied rebrand was to:

 

• Give the brand a face lift after 15 years of operating in the industry

• To increase the business turnover

• To attract new customers

• To match competition and be on par with leading international brands

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What’s in a fuel retail brand?

A brand is a promise

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how can I help?

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Building brand value with Allied

The outcomes of the Allied rebrand:

 

• Station Visibility is now very high

“Before the rebrand, some people had not even noticed there was a station there…”

• Expanded offer: A professional new shop experience

• Motivated staff: Committed to delivering the Allied experience

• Allied won the “Brand of the year” with its new brand – Ghana Oil and Gas Awards (GOGA)

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Thank you