Should BP rebrand itself?

BP has lots of self-inflicted wounds from the Gulf oil disaster.

As it tries to repair its tarnished reputation, should it change the name of its gas stations?

Associated Press is reporting that BP station owners across the country are divided over whether the oil giant should rebrand U.S. outlets as Amoco or another name.

Some who have seen their sales plunge say BP has already sought a fresh start by naming an American to replace its gaffe-prone British CEO, AP writes. So why not change the name on gas stations marquees as a further symbol of that culture shift?

Others worry that a name change is a big deal that is risky given all the marketing dollars already spent building up the BP brand. They also believe a successful turnaround with the existing brand will have a bigger payoff, AP reports.

What do you think? Should BP try to get a fresh start with a new name? Will it do any good? Will it make any difference to you?

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104 comments Add your comment

steve

July 30th, 2010
8:29 am

Dee

July 30th, 2010
8:56 am

Let them change the name to AMOCO. All that will do is stop me from buying either brand. And it is the “chicken way out”.

Realist

July 30th, 2010
9:15 am

Yes, I’ll buy their gas. I won’t punish everyone in the food chain for the mistakes of the behemoth. In the long run, BP makes more money refinining than at the pump.

Neal Kelley

July 30th, 2010
9:16 am

does changing the name clean up the gulf????? To me it does not matter if it is BP, AMOCO, or pink elephant. I still wont buy there gas!!!!

Chicken Farmer

July 30th, 2010
9:20 am

How about going back to the name they were before BP bought them out here in the South. Yep they bought out all the old GULF stations. What an anomoly!

Shambolee

July 30th, 2010
9:22 am

Of course I’d buy their gas….why would anyone want to harm local small business people who own and operate these stations?

not fooled that easily

July 30th, 2010
9:25 am

It wouldn’t matter what they change their name to. I liked to think most people just aren’t fooled that easily. I already boycott Citgo (owned Venezualan dictator/nutcase Chavez). Guess I’ll add one more to the list. Soon I’ll be walking.

erickser

July 30th, 2010
9:25 am

Why in the world would we stop buying BP gas. All that does is put our neighbors in our community out of work, and really doesn’t do much harm to the behemoth BP. In this time of high unemployment, why would we put more people out of work.

Even along the gulf coast, the people are screaming about the moratorium on new drilling that President Obama imposed, because it means they can’t go back to work.

Anybody that would boycott BP at this point just does not have a good view of the big picture in this world. Geesh!

.

July 30th, 2010
9:26 am

So now we are going to change millions of gigantic plastic signs out, and send all those out to the landfills? Spend hundreds of thousands of dollars more to change out stickers, posters, mailings, postcards, road signs, billboards, trash cans, shelf labels, etc., etc., etc…Do you know how much money this would cost, and how much trash it would produce? Just open a new landfill for all the crap that said ‘BP’ on it. My gosh, how wasteful.

SKB

July 30th, 2010
9:31 am

The disaster is NOT BP’s fault.. its the people working on the oil rig.

Dee

July 30th, 2010
9:34 am

“why would anyone want to harm local small business people who own and operate these stations?” I wouldn’t want to hurt local small businesses — so let them change their affiliations. I’m just as adamant about not helping BP.

TrafficHeadache

July 30th, 2010
9:37 am

I’d only buy gas at an Amoco if the price was right. And in contrast to, say the Racetrac across the street from BP near where I live, it isn’t.

the real Old Gold

July 30th, 2010
9:38 am

I’ll buy Amoco gas again when it’s “crystal clear” Amoco ultimate like it used to be. They even had glass bubbles on the pump handle to see the color and quality of the gasoline. When BP took over it was dirty as the Mississippi. The Amoco brand was a trusted American classic. BP ruined it.

Kiss It Make It Better

July 30th, 2010
9:38 am

Oh, yeah – changing the wording makes everything OK: when global warming couldn’t be proven, they changed it to “climate change”; when fetal stem-cell research showed less promise than adult stem-cell research, they now just call it “stem-cell research”; when voters rebelled against liberal b-lls–t, they rebranded themselves “progressives”. When nobody purchases BP gas they’ll just call it “Amoco” and everything will be alright.

erickser

July 30th, 2010
9:42 am

“I wouldn’t want to hurt local small businesses — so let them change their affiliations. I’m just as adamant about not helping BP.”

I can’t tell you how much it would cost that local small business to change it’s affiliation, but I would venture that it wouldn’t be cheap. And in the meantime, your boycotting them, so they have less money to do so even it they wanted to.

The Dogfighter Returns

July 30th, 2010
9:43 am

why? as long as there is a market for oil they don’t care. most of the stations are independently owned.

Americans have a short memory have we stopped doing business with Saudi Arabia or communist China :)

Alex

July 30th, 2010
9:45 am

I never bought gas at BP since their gas is sometimes 7 to 10 cents more expensive than QuickTrip or RaceTrac. I won’t punish the local gas station owners, i just don’t fill up at BP, because it’s too expensive.

Tired of BS

July 30th, 2010
9:49 am

I will continue to buy gas wherever the hell I want. BP does not need to change it’s name.

Chuck Parker

July 30th, 2010
9:50 am

Of course I’ll buy their gas. The owners and employees of the franchises had nothing to do with the spill. If Big Bad BP isn’t able to sell gas here because of a boycott, they will just sell it elsewhere in the world and still make a profit… so why beat up fellow Americans for something they surely didn’t want to happen? That’s just another typical liberal knee-jerk reaction of punishing someone not involved with a problem.

Besides, I know lots of liberals in my line of work. Every single one of them is still burning gas like crazy, going to rallies and concerts and vacations. I’ll listen to an “environmentalist” liberal when that liberal no longer burns a single drop of fossil fuel for anything other than going straight to and from work. No more driving or flying hundreds of miles to attend ’save the planet’ rallies, or look at wilderness areas, or watch giant energy-wasting concerts put on by rich liberal entertainers… you get the idea.

In short… no, I won’t boycott BP because the libs screaming for a boycott are (typical) hypocrites.

Suckers

July 30th, 2010
9:51 am

I don’t buy gas period- my Delorean has a Mr. Fusion power generator.

TnGelding

July 30th, 2010
9:53 am

They’re saying now they can’t find any oil to clean up. It will pass. No need to change names, just improve service and continue to offer a good product. Maybe increase the rebates by a percent or two, too.

Gen Neyland

July 30th, 2010
9:54 am

To stop buying BP fuel is akin to marching lock-step with those that hear a different drummer. Yes, there was a problem. Yes, it is being addressed. A tragic one but I’ll not forego a proven product that helped me put 250,000 miles on a Plymouth Grand Caravan that should have been on blocks before it reached 100,000 miles. BTW, the original fuel injectors rode off and cranked the van for loading when I donated this vehicle to the Lung Association. Spill or no spill, I’ll fill ‘er up with BP or Amoco. No problem here.

Get involved with a real toxin that is destroying our nation, people. Public education is one. Washington DC in it’s current form is another…

Chris

July 30th, 2010
9:55 am

For all those people saying they won’t buy gas from BP, you are idiots. Every gas station across the country has BP gasoline. It all gets mixed together whether it is from Chevron, Anadarko, Exxon, etc. Where do you think RaceTrac and QuickTrip are getting their gas from? They certainly aren’t drilling holes in the ocean themselves.

Evelyn

July 30th, 2010
10:09 am

My husband and I usually get our gas from The Varisty.

bushwacker

July 30th, 2010
10:18 am

I will definitely but gas from BP\AMOCO.

WHY?
Because for the next seevral months BP CANNOT RAISE GAS PRICES, otherwise the people will scream, “WE ARE BEING FORCED TO PAY FOR THE CLEANUP”.

Finally colusion among the oil companies is biting them in the ass, because if BP does not raise their prices, niether can the other oil companies, it does not matter what the price of a barrell goes to.

Coincidentally NOT, have you noticed the price of a barrel has not changed much!

This should be proof positive of the collusion and their shoud be an investigation and a class action lawsuit with billions returned to the consumer for being gouged.

Of course that will never happen with this bail out the big companies mentality of thie administration.

So enjoy the cheap gas, its here for a while!!!

Richard

July 30th, 2010
10:24 am

What’s the point? Did Exxon change it’s name after Valdez?

BigGAdawg

July 30th, 2010
10:24 am

If you don’t buy gas from BP/AMOCO or whatever name they use, they won’t have the money to continue the cleanup and compensate those who were truly harmed by this mess.

If you want someone to boycott make that CITGO since every drop of gasoline they pump is from Venezuela and supports the Socialist Dictator Hugo Chavez. In his time in office he has bought a Kalashnikov factory from the Russians, war ships, made alliances with Russia and Iran and has his eye on control of other South American Countries.

Now there is a smart boycott.

Garth

July 30th, 2010
10:32 am

I like peaches, onion rings, and pretty hair.

Peter

July 30th, 2010
10:34 am

Hello, I’ll buy gas anywhere if it’s cheap: Amoco, BP, Exxon. Except I won’t buy gas from Citgo, that idiot Hugo Chavez’s Venezuela company.

aw

July 30th, 2010
10:36 am

Did it ever occur to any of you that QT Costco and Kroger buy their gas from BP at times? If you’re going to boycott BP then just quit buying gas, oil, plastic products.

BP buyer ALL the time

July 30th, 2010
10:38 am

I bought ALL the time from AMOCO and have bought ALL the time during this BP disaster. I plan to STILL buy WHATEVER name it is! I NEVER buy Hugo Chavez’s CITGO either!!

Ramzad

July 30th, 2010
10:46 am

It does not matter what they call themself. I will never, never buy gas from them again. never.

Dayrunner

July 30th, 2010
10:47 am

If you continue to shop at BP b/c you think it only hurts the store owners is like buying a lepard fur coat – the store owner didn’t shoot the lepard, why punish them?

BP gas stations sell BP gas. Yes others also sell BP gas but one surefire way to make sure you are buying bp gas – and giving money to BP is to go to a BP station. The station owners only make a slim profit margin on the gas – the rest of the profits go to BP.

Also – the station owners don’t get to use that BP logo for free… they pay BP ~$70,000 to use the logo. That’s money straight to BP.

Why would BP have branded stations if they don’t make money off of them? Looking at their annual report – they make about 10% of their income off of these stations. Boycotting will have an impact.

WitchHazel

July 30th, 2010
10:55 am

So many of you will not or stop buying BP gas and let the small business owner whom had nothing to do with this disaster along with contract workers and other employees that are connected to BP suffer and eventually lose their jobs? We need to improve our educational system!!!!! Let me EXPLAIN SOMETHING. Tony Hayward is gone, a new job in Russia making millions like CEO do. BP has found new investors so the corporation will be ok. The only people you are hurting is the people you see everyday, you will NEVER HURT THE CORPORATE EXECUTIVES, NEVER WITH A BOYCOTT!!!

BP is tooooooooooo big a corporation.

Rob

July 30th, 2010
10:57 am

I never buy BP/AMOCO GAS not only is it more expensive everything in the store is high and
their employees are rude as hell

hello. there idiot

July 30th, 2010
11:01 am

Someone needs to pay the $18M severence package the last CEO is getting. He has a yacht race off the Isle of Wight coming up.

SirReal

July 30th, 2010
11:02 am

ALL these stations are owned by the Elite at the end of the day. Man, what happened to the good ol days when Standard Oil was around? Wait! it still is….just under about 5 different names now. A name change doesnt change the product. People, you’re gonna buy gas b/c this society has been constructed to depend on it. They are all the same at the end of the day…

aw

July 30th, 2010
11:03 am

Amtrak has crashed trains, Delta has crashed planes. Purdue chicken has put out bad food. Why don’t all you idiots boycott everyone who has had a disaster.

Alee

July 30th, 2010
11:05 am

Enter your comments here

hello. there idiot

July 30th, 2010
11:05 am

Americas oil dependence is just a tax on us from the US government and Arabs like Osama bin Laden’s family.

Kevin

July 30th, 2010
11:07 am

Evelyn at 10:09am, what a classic comment. LOL

I will continue to buy whether BP or Amoco. We hurt independent businesses otherwise.

jarvis

July 30th, 2010
11:10 am

Putting small business owners out of business because of the franchise logo they selected is short-sighted.

Gas station owners didn’t spill all of that crude. BP will overcome this disaster….many of the gas station owners will not. The boycott shows how little people actually think about what they are doing.

hello. there idiot

July 30th, 2010
11:16 am

I WANT MY LIFE BACK…anyone seen my yacht? I believe some subhumans like thos in LA are waxing the hull to make it fast. Now go make me a sandwich beotch.

Alee

July 30th, 2010
11:23 am

We consumers are not IDIOTS!!Do you really think we want know that the name has been CHANGED??? “What’s in a name? that which we call a rose
By any other name would smell as sweet;”..Meaning “What matters is what something is,not what it is called.”So, I have to agree with the comment that they should just work on reinventing their image & not try to cover it up with a name change, that would only add fuel to the fire..No Pun intended!!Also,in this present economy, the average consumer will look for the cheapiest gas (contrary to what they may post on this blog)& maybe its a good thing for them to keep their prices at a lower rate it’ll force all the other gas companies to keep their prices at a reasonable rate!!…GOD BLESS US ALL THRU THIS DIFFICULT ECONOMIC TIME!!!

Dee is an idiot

July 30th, 2010
11:24 am

Almost every single BP station in the Atlanta area is independently owned. Practice intelligent consumerism why don’t ya?

TnGelding

July 30th, 2010
11:33 am

Independence from foreign oil is a red herring.

Call Me Mr Big

July 30th, 2010
11:36 am

When you look at all the work it takes to find, obtain, ship, and refine oil, it still amazes me that we can buy gasoline at $2-something a gallon. This has to be the biggest bargain out there. Squeezing some orange-colored juice out of a fruit that grows on trees 500 miles away costs three times as much – WTF?

Garth

July 30th, 2010
11:36 am

I like herring.

DW

July 30th, 2010
11:37 am

Wasnt Transocean the company that was actually operating the rig that blew up? Dont hear anybody worried about boycotting them.

DawgDad

July 30th, 2010
11:44 am

I already shun BP stations. The TV marketing spots put out by BP are now and have been (prior to the spill) some of the most insulting ads in the history of advertising, and their spots touting cleanup response and efforts are completely over the top. Why would I buy gas from a company whose leaders are convinced we’re nothing but a bunch a stupid sheep to be brainwashed and manipulated by their slanted propaganda? Answer is simple. I don’t and I won’t.