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3 Shell


Company: Royal Dutch Shell plc

Brand value: US$20,264 million

Headquarter city: The Hague, Netherlands

Change since 2017: 10%

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. The brand 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. In early 2018, the company took a stake in US solar specialist Silicon Ranch, and has also doubled its planned investment in renewables and low-carbon energies between now and 2020. Shell launched its first electric vehicle charging points in the UK in late 2017. Shell advertising has built on its music-focused “Make the Future” campaign, featuring five well-known artists from five countries – including Pixie Lott from the UK and Jennifer Hudson from the US. Consumers can visit Shell’s Tumblr site to interact with a globe and zoom in on regions where Shell is working on alternative sources of energy. The brand is also working with tech start-up Bio-bean, which turns coffee grounds into biofuel, to power London buses.