ExxonMobil - mPE
The CompanyExxonMobil is the world’s largest company that publicly trades oil and gas internationally. ExxonMobil explores for, produces, and sells crude oil, natural gas, and petroleum products. The company markets its fuel products under three brands worldwide: Exxon, Esso, and Mobil.
The Task
ExxonMobil engaged Addison Whitney to create a brand name for a new fuel product, metallocene polyethylene polymer (mPE), marketed in the Asian market, specifically China. ExxonMobil’s brand Exceed was introduced in the global market in 1995; however, because of difficulty in pronunciation in the Chinese market, the name was only referred to by its numerical grade.
The Addison Whitney Solution
Verbal Brand
Addison Whitney provided ExxonMobil with a list of creative brand names for the new fuel product. A customized linguistic analysis process was developed to validate the name candidates as well as the Exceed brand. Translation of both the new name and the existing Exceed brand name was provided in Chinese, focusing on Mandarin and Simplified Chinese Characters.
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