Quote:
Originally Posted by Mr.Coffee
No. I have heard the inside scoop and knew this was coming. It’s not the bolded, and the hit is primarily going to be Calgary while they keep Edmonton / Fort McMurray as primary field offices.
But I don’t think all the above means rebranding to Exxon-Mobil as that’d be expensive and no real good reason. Imperial still has a good brand and they make a ton of dough off the oilsands so it’s not like they’re leaving, just the jobs. A normal government, like the international ones, force US companies to hire XX number of people though…………
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I don't necessarily mean Imperial actually becoming Exxon Mobil brand wise (Esso as a brand is likely to stay), I mean more of how Shell controls Shell Canada, which is not a separate entity and entirely controlled by its parent company since 2006.
Still even though a brand is strong and has value, Couche-Tard turned all their Macs stores to Circle K, despite Macs being a strong brand locally with Circle K having no presence in Canada, in order to strengthen the global brand. It being expensive really is not a precursor to a move happening. All it takes is a CEO and board of directors wanting this change.
Considering Mobil is already used as a brand in Canada with Superstore to separate it from Esso stations, I wouldn't be surprised to see Exxon (or Mobil) replace Esso in the future as a globalized brand should the parent company eventually decide so.