Exxon-Mobil deal is marketing dilemma

Article Abstract:

Experts in corporate brand marketing and image marketing are at odds over what Mobil and Exxon should do next. But they are in agreement that the new merged company should drop one of the brands, not keep both like the CEOs have said they are going to do. Some gurus think Exxon should be the brand to keep because it is the bigger company; it is also predicted that Exxon's ad agencies will come out of this the winners. Other gurus say Mobil is the brand name to keep because it has the more appropriate meaning for consumers, mobility, and it has recognition outside the U.S. It also translates well in most other languages.

PETROLEUM AND COAL PRODUCTS, Petroleum, Petroleum and Coal Products Manufacturing, Global Marketing, Corporate Images, Consumer Attitudes, Marketing/Advertising Theory, Marketing, Petroleum industry, Abstract, XON, Exxon Mobil Corp., Mobil Corp., MOB

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Two GM divisions try to create different images for their trucks

Article Abstract:

General Motors divisions are advertising what analysts claim is essentially the same truck to different segments of the population. The Sierra is being pitched to what GM refers to as "One-percenters", a fussy group of white-collar types. That ad features clean-cut men and women who run shipyards and hydroelectric dams. The Silverado targets the great middle class with ads featuring rugged steelworkers and cowboys.

Comment:

Divisions are advertising what analysts claim is essentially the same truck to different segments of the population

Light Truck and Utility Vehicle Manufacturing, Advertising Activity, Demographics, Trucks, Light Duty, General Motors Corp., Light duty trucks, Article

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