11. Social Responsibility Campaigns and Branding
11.1 Social Responsibility Campaigns and Branding
Nurten ÖZTÜRK - OPET PLC Founding Board Member
Branding of a commodity such as petrol has never been easy. Opet PLC Founding Board Member Nurten Öztürk talks about how she initiated the “Clean Toilet” campaign in 2000, continuing with other campaigns to gain a leverage and differentiating themselves against competition.
In the Q & A section, conditions that social responsibility campaigns/sponsorships should have for a positive effect on branding are discussed.
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. http://casecent.re/p/160064