Company Image Is The Real Brand

摘要

Independent petroleum marketers are always talking about the benefits of being branded versus being unbranded. These discussions go in cycles, with one or the other being in vogue at any given time. Some companies switch back and forth several times during their lifetimes because of changing market conditions. Secure supplies or more competitive prices are usually considered in these product decisions, but a more important issue, a company's real brand — its own image — is often not even discussed.