Brand Storytelling Vci Group Work

Singapore Management University

MSc in Communication Management

Diploma in Public Relations

Organizational and Brand Storytelling Studio

Group Assignment

Noelia Gomez Siles

Jacoba Gertruda (Juliette) van der Burgt

Patricia de Mello Franco

22 February 2016

Comment:

You have also done a nice job collecting and using your data and a terrific job integrating your VCI analysis with your story framework. Excellent device of the artist seeking fame in Asia and not finding it until after his death, makes a very motivating story whose message is well-pitched! Nice use of allegory to create a sophisticated story! This is an excellent exam!!! Thank you!

Repsol is a Spanish integrated energy company, with assets in the upstream and downstream of the oil and gas chain, located in the five continents. Their Vision is: “A global company that seeks the well-being of society and that is a step ahead in building a better future through the development of smart energy”, and it’s based on seven fundamental aspects, involving focus on the team, environmental commitment, social responsibility, technological innovation, transparency, trusted products and services, solid business growth.

Based on extensive research in SEA and Australia on Repsol’s public/press releases, Strategic Plans, websites, and external sources, as well as interviews with the Company’s SEA Branch Manager, the Business Development Manager Retail for Shell in SEA and environmental activists in the region, a survey with Repsol’s local employees and final consumers, we identified possible gaps between Vision-Culture-Image (VCI).

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Vision X Culture

According to our findings, Repsol’s Vision is not fundamentally different from its main peers (Shell, Exxon Mobil and PetroChina), since they all lay on similar principals, like environmental commitment, CSR, building the future, technology, business growth and smart energy.

Regarding the employees, our survey showed that they feel proud and are satisfied with Repsol as a brand (100%). The survey showed that the employees recognize and rank as important values like innovation and differentiation. The interview with Repsol’s Branch Manager revealed that the Company “has a new Campus for innovation development”. This is one example that the Company delivers what is promises^[1]. Employees believe that the corporate values are well implemented externally^[a] (100%). Thus, we found in our research that Vision and Culture are aligned, and consequently there is no gap indicated.