ExxonMobil: Advice On Establishing A Global Branding Blueprint

Debra Emory
Global Advertising Manager ExxonMobil, Lubricants & Specialties

ExxonMobil is an industry leader in almost every aspect of the energy and petrochemical business and ranked #2 on the Fortune 500 list. As a result of our size and expertise, consumers' perceptions of who we are and what we do differ greatly.

We explore for oil and gas around the globe. We have the largest energy resource base of any non–government company. We are the world's largest fuels refiner and manufacturer of lube basestocks used for making motor oils. We manufacture the world's leading synthetic motor oil — Mobil 1. We have some form of manufacturing and marketing presence in almost 200 countries and territories. Yet most consumers simply know us best by our brand names: Exxon, Mobil, and Esso.