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GLOBAL 2016: Majors rely on brand differentiation at the pump

Turning crude oil into refined lubricants and gasoline blends is a highly-competitive mixture of petroleum chemistry and brand essence. Major brands understand that product performance and corporate reputation are two differentiators that drive consumer preference. So, major brands are positioning their motor oils and gasolines as high-tech products that make engines run cleaner, last longer and conserve energy. Promoting superior engineering acts as a powerful upsell at the pump, but reputation helps get motorists to turn into the station in the first place.   
 
Michael Kehs
Global Energy Practice Leader
Hill+Knowlton Strategies
Michael.Kehs@hkstrategies.com