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This is the second of a three-case series (BAB106 to BAB108). This case series is intended for graduate and executive course in international marketing, advertising, and brand management. It offers a comprehensive chronicle of the BP Oil's process of developing, implementing, and assessing its global branding, along with key decision points at three critical points along the way. It is rich in market research and assessment data and can be used to cover a great deal of ground in several sessions. BP Oil International is the retail/consumer marketing division of a company which has been historically known for oil exploration and production. Its advertising manager is pressing the company to pay more attention to its brand equity, specifically consumer awareness and brand associations (image). The Advertising Manager and his boss have put together a proposal to create a global brand equity program (Brand Image Program), the keystone of which is a global advertising campaign. Now they must persuade the Marketing Strategy Group, a central oversight body, to approve the program. A video '596-010-3' is available to accompany this case series.