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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