RPS Energy poses the question: what would be the consequences of Exxon buying BP?
In RPS' latest white paper, John Sargeant and Stuart Speding examine the, apparently, not unrealistic scenario of cash-rich ExxonMobil buying BP and the impact this might have on lubricants brands such as Castrol.
Could it be a case of 'musical chairs' for the lubes industry? What lessons could be learned from this particular scenario? RPS analyses the vulnerability of lubes brands when parent companies are vulnerable themselves and the influence of marketing strategies on brand value.