The best reputation in the energy business

The Petrobras brand is a strategic asset for the company, and one of the ten most valuable brands in Brazil, according to the consultants Brand Analytics. In 2008, this value appreciated by 28.2% in relation to 2007, to a total of R$ 2.8 billion.

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In the Dow Jones Sustainability Indexes (DJSI), for the second year running, Petrobras was considered to be a benchmark for brand management and, according to the Reputation Institute, it is the energy company with the world’s best reputation, as well as the Brazilian company with the best reputation.

This year, Petrobras concluded the identification of the variables that comprise and build up the value of its brand, and determined measurements to track any changes and facilitate its management. For example, this methodology helped us to estimate the return, in terms of brand value, on the investment made in our sponsorship of the AT&T Williams Formula 1 racing team, which terminated in 2008.

The company’s increasing internationalization has given the Petrobras product and service brand names global potential. Hence, the development of brands and introduction of protection clauses has to take into consideration their possible use in a variety of markets around the world.

As a reflection of the company’s strategy for the global protection of its brands and development of intellectual property, Petrobras was presented with the award for the Best Brand Management Team in Latin America, at the World Trademark Review – Industry Awards, and was also appointed to the working committees of the International Trademark Association.

MANAGEMENT PRACTICES

Over the course of the year, Petrobras proceeded to implement Lean & Six Sigma (LSS) international methodologies, aimed at increasing the financial return on investments through the optimization of processes. The pilot projects, implemented at the Bahia nitrogenated fertilizer plant and at the Petrobras University, as well as on two production platforms and at two refineries, resulted in the training of 169 individuals. The projects will ensure the company an initial financial return of US$ 250 million.

The first stage of the mapping of the Petrobras Value Chain macro processes was completed in 2008, with the identification of the macro processes relating to the business, management and support areas, the last two already developed to the second level of the chain.

Another project to be completed was the development of the Corporate Methodology for the Management of Processes, in which various segments of the company participated, which will contribute towards the integration of Petrobras’ initiatives and processes.

Moreover, the Organization and Management Committee and the Operational Excellence Subcommittee were set up, to act as forums for the optimization of processes and the deepening, dissemination, integration and fine tuning of the company’s various organizational and management initiatives and practices.

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