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NEW ORLEANS — BP gas abject owners beyond the country are disconnected over whether the oil behemothic decrepit by its administration of the Gulf discharge should rebrand U.S. outlets as Amoco or addition name as allotment of efforts to adjustment the company’s abominably damaged reputation.
Some who saw their sales attempt afterwards the discharge say BP has already approved a beginning alpha by allotment an American to alter its British CEO, so why not change the name on gas abject marquees to Amoco, which already stood for American Oil Co.?
But some abject owners anguish that a name change is chancy accustomed all the business dollars already spent architecture up the BP brand.
There is antecedent for a name change. Anticipate AirTran afterwards the ValuJet blast and Xe Services afterwards the killing of civilians by Blackwater Worldwide guards in Iraq.
“I anticipate they should change the name to article abroad with all the problems with the oil spill,” said Jerry Thomas, 64, who was bushing his catchbasin at a BP abject a few afar arctic of city Cincinnati on Friday. “It’s done abhorrent accident that’s not over yet, and I anticipate that’s aching the BP name a lot.”
After the spill, set off by an April 20 adopted conduct rig explosion, some BP-branded gas stations appear sales declines of 10 to 40 percent from Florida to Illinois. BP responded by alms distributors cash, reductions in acclaim agenda fees and advice with added civic advertising.
John Kleine, who active a barter accumulation that represents distributors of BP gasoline in the U.S., told The Associated Press that absorption in alteration names has not accomplished a agitation pitch, but it has supporters and is percolating amid abject owners advanced of their anniversary assemblage with BP admiral in October.
The BP name and green-and-yellow sunflower logo replaced the Amoco name and its blue-and-red bake central an egg-shaped logo afterwards BP acquired Amoco in the backward 1990s. Bob Dudley, the American who will alter Tony Hayward as BP’s CEO on Oct. 1, formed at Amoco Corp. for 20 years.
Kleine acclaimed that abounding distributors would still like BP to try to clean its absolute brand, and two BP admiral said in e-mails that the aggregation is not because rebranding U.S. gas stations.
In Chicago, one chump at a BP abject Friday morning said he didn’t anticipate alteration the name would do any acceptable if he capital to abstain affairs gas from the company.
“I anticipate I’d be able to put two and two together,” said Jamie Toal, 40.
And at the abject in Cincinnati, Charlotte Sargent, 45, said as she abounding up her 1992 Buick that she doesn’t affliction what they alarm the BP stations as continued as they don’t change the product.
“It’s acceptable for my car, and it makes it run better,” she said. “It doesn’t amount to me whether they alarm it BP or article else. I feel apologetic for the bodies aching by the spill, but I’m not activity to stop activity to BP, or whatever they alarm it, because of that.”
BP owns aloof a atom of the added than 11,000 stations beyond the U.S. that advertise its ammunition mostly beneath the BP banner. ARCO, a BP affiliate, is absolute in the West. Kleine said the Amoco name is no best declared to be acclimated but may still abide in a few locations.
Most BP-branded stations are endemic by bounded bodies whose primary affiliation to the oil aggregation is the logo and a arrangement to buy gasoline.
Bob Juckniess, who owns 10 BP-branded stations in the Chicago area, wants the aggregation to accede rebranding them as Amoco stations.
“The BP cast is actual blah appropriate now, not aloof the cast but the acceptability as a aggregation is tarnished,” Juckniess said. “Amoco was actual acclaimed and had a abundant acceptability as a name and a brand.”
On the added ancillary of the agitation is Jeff Miller, whose aggregation owns, operates and food almost 56 BP-branded stations primarily in southeastern Virginia.
He said that if BP invests aback in its cast and chump base, it stands to accretion added by befitting the name.
“When you attending at all the case histories of all that accept done it well, whether it is Toyota, Tylenol or Exxon, they accept all reinvested in their cast and done a bigger job,” Miller said. “If you aloof change the name and don’t change the behavior, accept you absolutely acquired anything?”
Miller said he has heard from a cardinal of abject owners who accept appropriate BP rebrand U.S. stations as Amoco, but he describes that as a “knee-jerk reaction.”
“I anticipate you get a bigger acknowledgment by alive on acclimation your acceptability than starting fresh,” he said.
Copyright 2010 The Associated Press. All rights reserved. This actual may not be
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