Executive Summary (This is a document excerpt)

The motor fuel industry features some of the most recognized brand names in the world, like BP, Chevron, Exxon, and Shell. But how good is the brand experience offered by major motor fuel Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Chevron — managed to differentiate itself in both these dimensions. To improve the overall brand experience, customer experience professionals should be explicit about providing details of their loyalty programs and protect their brands when they partner with other companies.

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