After 30 years of using the licensed name, FINA, ALON Brands
made the decision to adopt their parent company name,
ALON as their retail petroleum identity. The challenge: ALON
Brands knew they didn’t have the internal resources or
knowledge base to manage a large-scale, high-paced brand
conversion. ALON hired Advancement Branding to oversee and
develop everything from the vendor RFP and selection to
product prototyping, material specifications and the day-to-day
management of manufacturing, project tracking and site installation coordination. All 900 sites were successfully completed within an eight month window, before the license rights to the FINA name expired.

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