BP has been stressing its strength and viability globally, but there is little doubt its public image has been hugely damaged in the United States.

Faulkner says rebranding may be needed.

"There are serious doubts about whether BP can retain its logo and its brand name in the way it has," Faulkner explained. "We must remember that BP merged with the American oil company Amoco and dropped the Amoco label in 2001. So it may have to conduct a rebranding in the United States to stay competitive."

The task of rebuilding the company, any rebranding and taking it into the future will fall mainly on American Robert Dudley, the new CEO. Dudley grew up partly in the southern U.S. state of Mississippi, which has been heavily affected by the oil spill. He spent many years at Amoco, before it merged with BP.