Retail Brand Training_Vivo Energy FINAL 08.03.2021

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The most valuable brand in our industry

Brand Value (USDm) 47,529 Brand Value Rank Oil & Gas 50

Brand Rating AAA

Peer Group Comparison

1 st 1 st 1 st 2020 2019 2018

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Often when we think of our brand, we think of a logo

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World Class Investment Case Thrive in the Energy Transition Strong Societal Licence to Operate

Customer Centricity Commercial Value Delivery Technology Commercialisation Project Delivery Operational Excellence

Underpinned by our Values, Goal Zero, and People

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Purpose drives business growth

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Brand Promises and Personality are made tangible through brand expression and experience

The Shell PURPOSE

The Shell PROMISES

The Shell PERSONALITY

BRAND EXPRESSION

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Brand Promises and Personality

AND A PERSONALITY The personality provides our style and the way that we show up.

WE HAVE A PURPOSE To power progress together by providing more and cleaner energy solutions.

A SET OF PROMISES Promises provide the substance of the Shell Brand.

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YOU CAN BE SURE OF SHELL We constantly raise the bar. Whether it is our financial performance, our projects or our products, we use our skill and scale to deliver unmatched performance and value. We act with integrity and honesty, setting a standard for dependability people can always count on. You can be sure of Shell.

HERE FOR YOU

We win when you win.

Every day, we work hard to understand our partners’ and Customers’ ambitions, providing the right expertise and solutions.

We listen and treat people with respect, building positive relationships for now and the long run.

We always come through for you.

BECAUSE WE CARE

We care.

We care about the safety of our colleagues and partners because they are like family.

We care about the welfare of local communities because they are our homes.

We care about the future of the planet because our grandchildren will inherit it. Sometimes, this means making tough decisions.

We choose to be the change, power progress and make a real difference in people’s lives. It’s just the right thing to do.

POWERING THE FUTURE We are up for the challenge.

Each day, our people strive to improve products that power everyday lives, design commercial solutions that delight our customers and develop technology that amazes the world.

We don’t have all the answers. So we learn with humility and work with partners to nurture new ideas, challenge what’s possible and speed- up the cycle of innovation in the industry.

We do the right thing for today and develop meaningful innovations to make the future.

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Our Personality humanises the Shell brand

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October 2018

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October 2018

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Brazil

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BRAZIL

UNITED KINGDOM

EAST MALAYSIA

AUSTRALIA

CHINA

CHINA

ONLINE

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PURPOSE

We need to bring the Shell brand to life consistently across touchpoints

PAST Inconsistency in brand understanding and usage

PURPOSE

PERSONALITY PROMISES

PRESENT Aligned understanding of our brand purpose

FUTURE Consistent expression of the Shell brand across performance, behaviours , and communications

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RDS EC, 1999 (reinforced in 2019)

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Purpose into Strategy – delivered the Shell way…

Our Purpose

Is the role we wish to play in society.

Our Strategy

Outlines our ambitions as an organisation and the portfolio and capabilities required.

The Shell Way

The characteristics and personality we depict in delivering our Strategy - though our Performance, Behaviours and Communications. This is what makes what we do uniquely Shell.

“HOW WE COME ACROSS”

“WHAT WE WILL DO”

“WHY WE EXIST”

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Visible keyline The white keyline is an integral of the Pecten. It is always visible when the Pecten is psitioned on coloured or image backgrounds. 5 mm 16 pixels Minimum size The smallest size the Pecten can be reproduced is 5mm wide in print or 16 pixels in digital. Production variations White and black versions of the Pecten can be used, but only when reproduction limitations require it.

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Approved Approved Checklist Ethical? Quality? Brand? Approved SHELL x-100