Exxon Mobile Marketing Strategy

Exxon Mobile Marketing Strategy

Introduction

The brand chosen for this paper is Exxon Mobile. The history of Exxon Mobile starts dates back to the 19th century, when John Davidson Rockefeller in 1870, founded Standard Oil in Ohio U.S., a company which appeared as the most money-making companies of the globe (Sanders, 2004). Among the Few enterprises commencing business in the American market, were Jersey Standard and Vacuum Oil Company, which were renamed as Jersey Standard Exxon Corporation and Mobil Oil Corporation respectively. In 1999, Exxon and Mobil, two step brothers, took the initiative to arrive under a single umbrella after 90 years of departure. However, this fusion is now justified by the presence of Exxon Mobil Corporation. After ten years in 2009, the newly formed enterprise expanded its range of business by purchasing XTO Energy, a well-known gas company, of 41 billion dollars in value (Market Watch, 2010). According to the Economic Magazine Fortune 500 (CNN Money, 2010), Exxon Mobil appears to be a global leader not merely for oil corporations but for all worldwide companies, id taking profit is taken into account as a criteria. Regardless of the famous retailer Wall-Mart Stores INC high profitability in the last 3 years, making it surpass Exxon Mobil financially, Exxon Mobil continues being the most profitable enterprise around the global. This is because, Wall-Mart is the major company in terms of revenues only but Exxon Mobil is the major company in terms of net incomes. Hence, the leadership of Exxon Mobil remains unquestionable and is the chief reason for choosing it for this paper.

Brand elements

Brand elements for Exxon Mobil are describes below:

Brand name

The company name has been chosen for representing all the products. Hence “Exxon Mobil” is the chief name chosen as the brand name by the company. This name has been chosen to represent the owners of the company, two step brothers Exxon and Mobil, who fused their companies Standard Exxon Corporation and Mobil Oil Corporation, to form the global giant Exxon Mobil (Market Watch, 2010).

Logo

The logo used by the company comprises of the company name written in red color in bold. The company logo identifies the corporate identity. It uses its logo to identify its system of communication. It has been designed on the basis of historic names held by the company. It is the visual representation of what the company is and what the company does. It includes an interlocking 'x' for highlighting Exxon, and upper and lower typography in cases, and an 'o' written in red, for highlighting Mobil. Hence, both the names are used together to focus on the synergy held by the company. Key reason for defining the logo in detail is the building of a consistent and high quality application of the logo, which will help to develop powerful and favorable perceptions company wide. Moreover, it helps the employees, suppliers, and business partners and contractors to understand that they should maintain the standards described by the company for helping to preserve ...