Britain’s government, Con Edison, and BP Amoco have all embarked upon a marketing campaign to brand their product and images in a new manner. Britain’s government has modified its formerly stodgy image of village cricket, Beefeaters, and grouse hunts to one of a more youthful and business orientation that includes imagery such as pulsing telecommunications, information technologies, and daring fashion. Because of trends increasing the globalization of the world’s markets, countries like Britain are shying away from national-branded to images and branding that are more universal. This is being done in order to create a more multicultural, universal branding of the country so as not to put off other cultures and potential consumers “The Government tourist agency has supplanted ‘Rule, Britannia!’ with ‘Cool Britannia.’ The adjective ‘royal’ increasingly makes way for the cozier ‘people’s’” (Hoge 1).
Con Edison has undergone a major brand revamp, including replacing its Con Edison brand name with a new logo with a stylized “c” and “ed”. This has been done in part to inform consumers about the new nature of the company. Once deregulation took effect, the company sold off its generating operations and now acts as a primary transporter. Spurred by a $3 million advertising campaign orchestrated by AG Worldwide in New York, the company hopes to revamp its image to inform consumers it is a changed company “If a company is evolving, that message gas to be sent directly to the consumer” (Elliott 2).
External pressures and changes are also responsible for the new $7 million rebranding campaign ushered in by BP Amoco. Consumers are now environmentally aware and often shun companies perceived as being harmful to the environment (Trivedi 1). Because of this and an effort to extends its product lines, BP Amoco has created a new line of gas stations known as BP Connect. T
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