ChevronTexaco rebrands, unifies message as Chevron

SAN RAMON, CA: ChevronTexaco's decision to shorten its name to just Chevron signals the company's desire to clarify its image and reputation as a single, integrated global energy company.

SAN RAMON, CA: ChevronTexaco's decision to shorten its name to just Chevron signals the company's desire to clarify its image and reputation as a single, integrated global energy company.

The new name is the first step in a corporate branding and reputation campaign the company will launch in June, said Dave Samson, GM of public affairs.

"Our identity was fragmented," said Samson. "The Chevron of today is made up of numerous predecessor companies. In some regions we're still known as Standard Oil of California."

The acquisition of companies such as Gulf Oil and Texaco has added to the confusion. Chevron's consumer facing brands, such as Texaco, will remain the same.

The Chevron brand was better aligned with exploration and production, while research showed Texaco was seen as the stronger consumer brand, explained Samson.

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