BP-How An Oil Company Make Itself Green

Oil is the blood of our planet. So it makes war. At the same time, carbon dioxide is considered one of the most important reasons to changing our climate. So how to deal with the two problems with advertising and communication became a challenge. Fortunately, BP as an oil tycoon in the big three oil companies has a very good PR and a green images rather than environment-destroyer. BP is a good case for studying its advertising and PR.The advertising for BP shows its determination to reduce the influence of greenhouse effect. And with its logo, and some other elements in advertisements, BP succeeds in marketing everywhere, including China. We should emphasize the reason why BP changed its portrait.With some unique points, BP stands out of the oil tycoons. We will see what are the unique points. The share price of BP has grown sharply by more than six times. It is a kind of evidence on its success in portrait changing.Advertising is a good tool for changing the images under a whole campaign. And its PR makes it more successful in stock market. We can find a clue with the tool IMC.All of above may help Chinese oil companies in building a positive brand.