Company: Royal Dutch Shell PLC
Brand value: US$18,490 million
Headquarter city: The Hague, Netherlands
Industry: Oil & Gas
Year formed: 1907
Shell is a major energy producer and supplier commonly recognised by its bright red-and-yellow scallop shell logo. It was formed in 1907 by the merger of the UK’s Shell Transport and Trading Company and the Royal Dutch Petroleum Company of the Netherlands. The company accounts for 13 percent of the UK’s oil and gas production and has operations in over 70 countries, producing 3.7 million barrels of oil per day. To its consumers Shell is primarily known as a network of filling stations, with more than 1,000 locations around the UK. Shell is a premium fuel and lubricants brand, which prides itself on innovative technology. Recent innovations include the announcement in early 2017 of the world’s first in-car payment system, “Fill up and go”, a joint project with Jaguar that allows Jaguar drivers to refuel and pay directly via an app in their car. It has also this year launched the first UK hydrogen filling station, on the M25 London ring road. The brand’s tagline in consumer campaigns for motorists is “Drive on”. The brand sponsors education programs and competitions that encourage scientific innovation, and backs innovative start-ups, including the Gravity Light, which is delivering safe, fume-free lighting to poor families in Kenya. This is part of its global “Make The Future” campaign. Shell often uses celebrities in its communications around the world. The brand recently brought together six international musicians to create a music video in support of global collaboration in the development of cleaner energy. The “Best day of my life” song featured British singer Pixie Lott. Shell is listed on the London Stock Exchange.