For Customer Experience Professionals

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	December 4, 2008 Best And Worst Of Brand Building Web Sites, 2008: Motor Fuel Brands Forrester Applies Its Web Site Brand Review Methodology To The Sites Of Four Top Motor Fuel Brands by Ron Rogowski with Rupa Shankar, Steven Geller

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Executive Summary

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.

TABLE OF CONTENTS

• Just One Motor Fuel Site Passed Both Dimensions Of Our Test

RECOMMENDATIONS

• Motor Fuel Brands Need To Balance Brand Image With User Goals
• Supplemental Material
• Related Research Documents

This is an excerpt

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