Texaco is the most recognized corporate brand in the oil industry, according to a study by Corporate Branding. Using a scale of 1 to 100, the top 10 brands in that industry
are:
1. Texaco (51.9)
2. Exxon (49.3)
3. Mobil (48.9)
4. Pennzoil (44.1)
5. Amoco (42.1)
6. Quaker State (41.5)
7. Royal Dutch/Shell (39.9)
8. Phillips Petroleum (39.6)
9. Citgo Petroleum (35.9)
10. British Petroleum (30.4)
Oddly, the power of every brand weakened from last year. For instance, in 1998 Texaco was ranked no. 3 with a score of 55.3. One reason for this lack of recognition is the
old-economy names are being drowned out by the young, more glamorous brands of Internet companies, cites James Gregory, CEO of Corporate Branding.
(Timothy Holland, 212/354-6942.)