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Total

Total – in 2020 #13

Parent Company: Total SA

Brand Value 2020: $5,677m (US$)

Change from 2019: -3%

Headquarter City: Paris

Category: Oil & Gas

Year Formed: 1924

Total is a global oil and gas producer, as well as a leader in solar energy production. It is also the second-largest global player in the fast-growing liquid natural gas (LNG) industry, following its recent acquisition of Engie LNG. The brand is best known by consumers for its network of filling stations, which number 16,000 in 66 countries. Around 3,500 of these service stations—positioned as one-stop shops—are in France. Early in 2018, Total introduced a global, cross-platform advertising campaign to promote its new Total Quartz range of lubricants. The ads feature a robot called Quartz, who often stars in Total advertising, but this time he is more modern-looking, embodying Total’s research and technology. Total has launched a new campaign, Extra Mile, focusing on the modernity of its network and services. In 2019, Total was one of the many French firms that pledged to fund the restoration of Notre-Dame following the disastrous fire, with the company offering €100 million.

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