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Time to scrap BP brand? Gas station owners divided

MSNBC.com -- BP gas station owners across the country are divided over whether the oil giant stained by its handling of the Gulf spill should rebrand U.S. outlets as Amoco or another name as part of efforts to repair the company's badly damaged reputation.

Some who saw their sales plunge after the spill say BP has already sought a fresh start by naming an American to replace its British CEO, so why not change the name on gas station marquees to Amoco, which once stood for American Oil Co.?

But some station owners worry that a name change is risky given all the marketing dollars already spent building up the BP brand.

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Submitted Jul 30, 2010 By: peakkeller

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alterman156 Champion Author New York Posts:5,090 Points:1,091,850 Joined:Dec 2008	Message Posted: Aug 1, 2010 2:58:41 AM Ignore alterman156 Report Abuse If they use the Amoco name, will they use the torch and oval too?
BBopp Champion Author Dayton Posts:5,044 Points:1,596,975 Joined:Dec 2006	Message Posted: Jul 31, 2010 9:25:47 AM Ignore BBopp Report Abuse I see no need to change the name. A rose is still a rose... Once BP does what it needs to do, things will improve. Besides, we are experiencing more oil leaks all over the world. We're destroying things right & left.
highdesertman Champion Author Albuquerque Posts:1,202 Points:1,310,595 Joined:Mar 2005	Message Posted: Jul 31, 2010 9:08:21 AM Ignore highdesertman Report Abuse I agree with LuckyLindy that this whole thing will be forgotten in six months time, barring another incident. For now, the fairest thing that BP could do would be offer its independent dealers that chance to get out of their long-term contracts with no penalty and switch brands if they so choose.
Nicoalbum Champion Author Ottawa Posts:3,586 Points:724,310 Joined:Jan 2010	Message Posted: Jul 31, 2010 8:43:48 AM Ignore Nicoalbum Report Abuse Scrap it for good.
Night Owl Champion Author Toronto Posts:5,265 Points:1,333,725 Joined:Jul 2004	Message Posted: Jul 31, 2010 7:46:52 AM Ignore Night Owl Report Abuse Let's see what they do.
chemist74 Champion Author Cleveland Posts:12,377 Points:2,177,015 Joined:Apr 2005	Message Posted: Jul 31, 2010 5:53:38 AM Ignore chemist74 Report Abuse If all of the BP stations changed their signs to Amoco, most of the population would know it was simply BP in disguise. My guess is, unless BP offers the local station offers a very good deal to renew when their contract expires, many of them who have seen a drop in business will switch to a different brand. A good deal from BP that allows the station to offer a lower price than other local stations is the best way to draw back the lost business.
BMW2014 Champion Author Toronto Posts:1,794 Points:364,300 Joined:Jun 2010	Message Posted: Jul 31, 2010 5:53:17 AM Ignore BMW2014 Report Abuse Masks are more attractive than the real faces.
Luckylindy Champion Author Milwaukee Posts:2,156 Points:669,120 Joined:May 2008	Message Posted: Jul 31, 2010 5:03:37 AM Ignore Luckylindy Report Abuse People have short memories. In 6 months no one will care. Does anybody avoid a exxon/mobil station because of the alaskan spill?
ArmydudeNC Champion Author North Carolina Posts:5,791 Points:913,450 Joined:Jul 2009	Message Posted: Jul 31, 2010 3:57:02 AM Ignore ArmydudeNC Report Abuse There's really no such thing as brand loyalty nowadays. All fuel comes from the same pipeline and from there the additives are mixed in making the blend unique. The consumer doesn't know where their fuel is coming from because the sign over the pumps doesn't mean anything. Besides BP sells it fuel to more than just their BP branded stations.
CrackedLCD Champion Author Alabama Posts:6,674 Points:1,293,400 Joined:May 2008	Message Posted: Jul 31, 2010 1:48:29 AM Ignore CrackedLCD Report Abuse I don't think changing the signage would really help things. Don't most people know that BP swallowed up Amoco as a brand many years ago? I actually know a few folks who refuse to shop at BP because they got rid of "Amoco white gas" (?) which ran clear. You could see it in the nozzle through a little bubble window with red balls in it bouncing around as the gas pumped. Dunno why it would matter if the gas is clear or dyed golden, but the old timers seem to think it was better fuel.
alterman156 Champion Author New York Posts:5,090 Points:1,091,850 Joined:Dec 2008	Message Posted: Jul 30, 2010 9:54:52 PM Ignore alterman156 Report Abuse Amoco would be a good way to rebrand BP stations. Make sure to use the torch and oval too.
SBlouch Champion Author San Antonio Posts:6,896 Points:1,472,830 Joined:Apr 2007	Message Posted: Jul 30, 2010 9:45:39 PM Ignore SBlouch Report Abuse The gas station owners have been hurt by this spill too. The question is whether these BP station owners will be able to survive to even try to get another brand named gas company to switch too.
DrCashFlow Champion Author Massachusetts Posts:4,785 Points:1,170,605 Joined:Jun 2008	Message Posted: Jul 30, 2010 9:10:57 PM Ignore DrCashFlow Report Abuse no brainer ... amoco.
Sneakers55 Champion Author Houston Posts:43,390 Points:1,713,080 Joined:Nov 2005	Message Posted: Jul 30, 2010 6:45:02 PM Ignore Sneakers55 Report Abuse NekoSJG wrote: >How about Sinclair - the dino pic is classic Earl Holding, the owner of Sinclair, would likely have to get outside investors to acquire enough distribution assets.
NekoSJG Champion Author San Jose Posts:3,235 Points:571,180 Joined:Jun 2010	Message Posted: Jul 30, 2010 4:39:27 PM Ignore NekoSJG Report Abuse How about Sinclair - the dino pic is classic
Sneakers55 Champion Author Houston Posts:43,390 Points:1,713,080 Joined:Nov 2005	Message Posted: Jul 30, 2010 3:38:13 PM Ignore Sneakers55 Report Abuse playtimeCLE wrote: >I've been saying all along, that if BP stations want >there business back, they should change there signs. The second a BP station changes to another brand, there will be rumors flying on the Internet like "BP is changing their name to Valero!" Don't laugh... the same thing has been said about CITGO renaming themselves Valero to befuddle the CITGO bashers.
playtimeCLE Champion Author Cleveland Posts:5,906 Points:1,092,475 Joined:Nov 2008	Message Posted: Jul 30, 2010 3:30:31 PM Ignore playtimeCLE Report Abuse I've been saying all along, that if BP stations want there business back, they should change there signs.