ShellNews.net: An Expert Assessment of Shell’s Reputation: "On occasion, a company's activities can acquire so much bad publicity that the brand is damaged beyond repair.": 18.28. Tuesday 26 July 2005
The following are extracts from an article published on the website www.iprights.com under a 2005 copyright. The article about brand value and associated matters seems to be of more ancient pedigree because it does not mention the Shell reserves scandal,the Sakhalin-2 debacle involving a $10 billion dollar cost overrun, or the current Irish pipeline PR disaster. It is therefore surprising to read that Shell’s reputation was already at rather low ebb before the more recent reputational calamities.
The website is owned by Rouse & Co International, an Intellectual Property firm which boasts that Shell is a client. Perhaps not for much longer.
Article Heading: “Legal aspects affecting the valuation of corporate intangible assets”
HOW NOT TO DO IT!
On occasion, a company's activities can acquire so much bad publicity that the brand is damaged beyond repair. For example, 'TOWNSEND TORRENSON' is so closely associated in the public mind with the Zebrugge disaster that the mark is no longer used by the company's new owners, P&O. Similarly, the 'QE2' brand was badly affected by the ill-fated first voyage following its re-fit a couple of years ago where the relevant work was still going on while the ship was crossing the Atlantic. Shell's image has been seriously damaged by its involvement in Nigeria's political problems and the Brent Spar oil rig and has not conducted much brand building activity.
ShellNews.net article ends...
LEGAL STUFF (NO NEED TO READ UNLESS YOU ARE A SHELL LAWYER, OR SOMEONE WITH A DEEP INTEREST IN SHELL, OR FREEDOM OF EXPRESSION OR COPYRIGHT ISSUES)
LEGAL STATEMENT BY THE ROYAL DUTCH SHELL GROUP REGARDING THIS WEBSITE: I, Alfred Donovan, would like to remind Shell lawyers that the "group" has placed on record its acknowledgement of my freedom to air my opinions about Shell on ShellNews.net. I did of course already have rights under various freedom of expression conventions and declarations but its nice to know that Shell, one of the multinational rulers of our planet, recognises this fact. The Royal Dutch Shell Group made the following unusual statement in a legal document in regards to this website: - "The... Group... have been aware of the site since the beginning and whilst they would not endorse or agree with many of the comments made by the Respondent on the website, they have taken the view that the Respondent is entitled to express his opinions and to use the Internet as a medium for doing so." This statement drafted by Shell lawyers and authorised by the "Group", amounts to tacit approval/acceptance/recognition of this website by Shell. It was submitted to The World Intellectual Property Organisation in May 2005 by Shell International Petroleum Company Limited on behalf of the Royal Dutch Shell Group in proceedings against me, Alfred Donovan, as the "Respondent" (owner) of three domain names, including www.royaldutchshellplc.com. It remains a mystery why Shell has taken an entirely different view regarding the fundamental human right to freedom of expression in respect of the former Shell geologist Dr John Huong, the well-known Shell whistle-blower, in relation to postings under his name elsewhere on this same website. Eight companies within the Royal Dutch Shell Group collectively obtained a High Court Injunction to silence him. The Injunction remains in force.
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