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Abstract

Royal Dutch Shell was founded in 1907 following the merger between a Dutch oil company,the Royal Dutch Petroleum Company, and a UK company, Shell Transport and Trading Plc. Instead of forming a single merged entity, Royal Dutch owned a 60 percent ownership share in the merged company, while Shell owned a 40 percent share. In the decades prior to the name change, Shell’s marketing and advertising activity was typical of the majority of big oil companies; all of them were known for their technical expertise in the areas of exploration and production (E&P) and research and development (R&D) but none was renowned as being innovative, especially in the area of traditional marketing, brand management, and communications.

Keywords

Advertising Campaign Brand Management Traditional Marketing Television Spot Brand Building 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Mark L. Robinson 2014

Authors and Affiliations

  • Mark L. Robinson
    • 1
  1. 1.Capitol Hill CommunicationsLLCUSA

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