The effectiveness of corporate branding design: case study of Petronas and application on mart petrol, oil and gas companies in Malaysia / Amina Syarfina Abu Bakar

Branding is a primary vehicle for communicating complex ideas in a clear and digestible way. In oil & gas industry, Petronas has been the flagship in Malaysian economy since 1974. Through out the years Petronas has revamped the logo design towards dynamic approach on corporate identity. Another potential company is Smart Petrol, a 100% Bumiputera company that are actively involved in the supply and marketing of petroleum products since 2003. The purposes of this research mainly to contribute a benchmark or effectiveness references and has been carried out in two main methods. Scope for this research are Petronas as it is amongst the fortune 500 companies in the world and Smart Petrol as local national company. Primary data includes method from Feldman’s model, visual observation and content analysis of existing branding design. Comparative analysis unveiled the real situation in terms of design recognition, elements and marketing tools. Through interviews data have been gained regarding the roots of the corporate philosophy. Issues and findings have been achieved, documented and analyzed. To support the data, surveys of consumer’s perception have been conducted, the results shows Petronas are more recognized and marketing tools do give good impact. Overall Petronas received positive feedback, understandable and at the international level. Whilst Smart Petrol, the branding design is not convincing and unfamiliar, this company should attempt a new strategy for rebranding, adopt strategy of Petronas. Secondary data are gathered from literature review. It is necessary for restoring consumer’s trust and convincing the stakeholders to collaborate on this potential company. Rebranding for failure is a crucial task and that special attention on the corporate image and design should be given the highest priority.