By Myrna M. Velasco After engaging on its expansion binge, coming next in the ‘to-do-list’ of Phoenix Petroleum Philippines Inc. is sprucing up its ‘brand presence’ for it to be a more convincing force to reckon with in the very competitive sphere of the deregulated oil industry. The oil firm, in a statement to the media, has noted that it already “started upgrading its stations nationwide to a new and better look.” Anchoring such on its avowed commitment “to fuel many journeys of Filipinos,” the brand reinforcement as explained by Phoenix Petroleum entails new design with “clean, modern and sleek style” to reflect the company’s aspiration of becoming the next generation fuel company catering to the needs of next generation drivers.” The oil firm’s rebranding with a modified design has already been introduced in at least a hundred of its retail stations, with its West Service Road station in Muntinlupa City, clinching the 100th spot in this milestone. For that particular Phoenix station, the company noted that facility “boasts of spacious land area for easy movement, air-conditioned restrooms and a strategic location,” add that to the fact that it is also “providing convenient access to motorists traveling on the South Luzon expressway.” Corporate branding essentially reinforces customers’ enticement to patronize a certain product or company. And if that is coupled with good service, such could amp up trust and loyalty of patrons. As noted by Phoenix Petroleum Chief Operating Officer Henry Fadullon, “the new look of our stations is just the start of our improved products and services to our customers as we set the tone for the future.” He added the company’s goal “is to exceed customer expectations and engage with the community we are part of through our improved stations.” The oil firm currently has more than 500 stations on its retail network, wherein it vouches of its flagship product, namely its Premium 98 which is a Euro-4 compliant high performance gasoline fuel. That particular product, the company said, will help “restore lost engine performance and makes car feel reborn.” The fuel is blended with high-performance additives for increased acceleration, reduced friction and a cleaner engine. Beyond the petroleum products directly sold at the pumps, Phoenix Petroleum is also building up on its liquefied petroleum gas (LPG) portfolio as well as introduction of non-fuels service at its stations that could be underpinned by its recent Family Mart acquisition.