The 2008 Oilfield Service Corporate Brand Equity Study by Gulf Research survey revealed high brand equity scores for oilfield services heritage brands such as Schlumberger and Baker Hughes. What we continually find is that familiarity with a brand is a key requirement for building a strong brand. Our studies also highlight the differentiating attributes that create higher customer loyalty. At Gelb, we have calculated brand equity for oilfield product and service companies for the past several years by examining preference, price premium, satisfaction and familiarity.