The royal Dutch shell company is the third petroleum and gas company in the whole world. This victory has come up as a result of proper marketing. The company has a vast network service which is global; it has been awarded the position of the largest retailer in the whole world. Shell has been considered by many as the best fuel brand because of its advertising slogan. The brand name is essential for removal of any confusion from the other related brands. For these reason branding is not all about choice of market but about making a company to be seen as the only solution to the underlying problem. It’s therefore important for a brand to clearly deliver the intended information as well as reveal the company’s credibility. The brand should also be able to connect your customers emotionally which includes buyer’s motivation as well as implementation of the customer’s loyalty (O’Guinn, Allen and Semenik 2008; Karison, 2005).

Successful brandings comes about by understanding your client’s needs and prospects since whatever is usually advertised is the brand. Therefore productive marketing occurs when the brand is integrated with company’s strategies at public concerns. Marketing should be done until the brand is incorporated in the client’s hearts. As a result client experience and perception can be improved though it’s not always possible to influence the perception of the customers. A brand that is usually considered strong is the one that cannot loose its value therefore it consistently stays in the hearts of customers. Royal Dutch company took time to develop its brand since its essential in underlying marketing foundation as well as the proper communication that is needed before a company thrives. Royal Dutch shell has not been left out in social responsibilities which have been essential in increasing its market. Its incorporation in social responsibility has yielded much fruits by encouraging the youths to start their own businesses in about 26 countries (Belch and Belch, 1998).

Strategies used in Brand Promotion. First it’s important that the brand in use stands out among other brands. Victory is realized when the company is strong and extremely adaptable than all the available competitors. A brand simply functions as a backbone to which the company can be able to hang its products. It’s important for a brand to be catch in that it’s not possible for people to pass by it without noticing. The brand carries the company’s ideology therefore those who know the brand are more likely to know what the company stands for. There are many things which are portrayed by the brand for instance the company values, weakness as well as ideas. Finally a brand has the capabilities that are essential in influencing the clients therefore the brand is in a position to create some kind of sub-consciousness in the minds of its users (Dierkers et al., 2003).

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The Perception of the Brand Image by the Consumers. Some of the things that clients look for in a brand include customer service, quality and reliability of the product. For this reason it’s important for these important aspects to be included in the brands promotion strategies. The strategies that are to be employed are those with the ability of grabbing your intended customers. Besides grabbing of your clients it’s important for the promotion strategy to be able to keep them until business is accomplished. The brand needs to offer the intended market impression and this can only be obtained when a brand is original (Chowdhury 2003).

Failure and Success of the Royal Dutch Shell. The shell has been very successful in capturing their client and that is the reason they have been numbered among the world’s top businesses. The shell company was able to create a very unique brand which has played a significant role in its overwhelming success. By the fact that where success is there is failure means that the shell company has experienced some failures for instance in determining whether the products that were being supplied were the correct ones for the specific company. There have been a number of accidents related to transportation of petroleum products which led to loss of lives as well as environmental pollution. The company has also failed in determining the lowest possible price, issues like price fluctuation has become the daily norm of the shell outlets. Besides that the company has been very successful when it comes to many other issues (Jackson 2009).


Royal Dutch Shell has been able to accomplish its plans through its successful product brand. The shell has been successful in accomplishing its objectives because of its unique characteristics. For instance it’s very easy to muster the brand which is simply designed to reflect the sea shell. Its management has tirelessly worked to ensure the accomplishment of the set goals. Brand promotion and marketing has also played a great role in the stability and permanent establishment of the firm. Shell outlets that are in Africa have been greatly criticized in protest of Ogini. Some of the other factors which have not been taken easily with people particularly the environmentalists are the environmental pollution that has been caused by the shell products. A good example of this criticism is the deposition of Brent spar in the North Sea was greatly feared because of the havocs it could cause (Tyson, 1997).

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