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54-459: Esso ( / ˈ ɛ s oʊ / ) is a trading name for ExxonMobil . Originally, the name was primarily used by its predecessor Standard Oil of New Jersey after the breakup of the original Standard Oil company in 1911. The company adopted the name "Esso" (the phonetic pronunciation of Standard Oil's initials, ' S ' and ' O '), to which the other Standard Oil companies would later object. Standard Oil of New Jersey started marketing its products under

108-610: A 12% market share. Esso is ExxonMobil's primary motor fuel brand worldwide except in Australia, Guam, Mexico, Nigeria, and New Zealand, where the Mobil brand is used exclusively. In Canada (since 2017), Colombia, Egypt, and formerly Malaysia (until 2013, when Petron (the former Esso Philippines) acquired ExxonMobil's Malaysian operations) and Japan (until 2019), both the Esso and Mobil brands are used. In Hong Kong and Singapore, Mobil brand

162-420: A DBA must be registered with a local or state government, or both, depending on the jurisdiction. For example, California, Texas and Virginia require a DBA to be registered with each county (or independent city in the case of Virginia) where the owner does business. Maryland and Colorado have DBAs registered with a state agency. Virginia also requires corporations and LLCs to file a copy of their registration with

216-467: A DBA statement, though names including the first and last name of the owner may be accepted. This also reduces the possibility of two local businesses operating under the same name, although some jurisdictions do not provide exclusivity for a name, or may allow more than one party to register the same name. Note, though, that this is not a substitute for filing a trademark application. A DBA filing carries no legal weight in establishing trademark rights. In

270-516: A businessperson writes a trade name on a contract, invoice, or cheque, they must also add the legal name of the business. Numbered companies will very often operate as something other than their legal name, which is unrecognizable to the public. In Chile , a trade name is known as a nombre de fantasía ('fantasy' or 'fiction' name), and the legal name of business is called a razón social (social name). In Ireland , businesses are legally required to register business names where these differ from

324-558: A flexi disk which was given away free in hardware stores. In the 1930s, Esso acquired Cleveland, an independent company based in North East England. Its founder and principal shareholder, Norman Davis, had spent some of World War I with his brother Manuel in Cleveland , Ohio . Cleveland's products included a benzole blend and an alcohol blend called "Discol". The Esso and Cleveland names continued in use until 1973, when

378-564: A per capita market income of $ 22,294, compared with $ 29,344 statewide and $ 34,004 nationwide. In 2009, Appalachian Ohio had a poverty rate of 16%, compared to 13.6% statewide and 13.5% nationwide. Seven Ohio counties— Adams , Athens , Meigs , Morgan , Noble , Pike and Vinton —were designated "distressed", while nine— Ashtabula , Gallia , Guernsey , Harrison , Jackson , Lawrence , Monroe , Perry and Scioto —were designated "at-risk". The remaining half of Appalachian Ohio counties were designated "transitional", meaning they lagged behind

432-505: A presence in southern Ohio today (as it does throughout much of Appalachia in general), though Mobil is the company's primary brand in the Midwest. In February 2016, ExxonMobil successfully asked a U.S. federal court to lift the 1930s, trademark injunction that banned it from using the Esso brand in some states. By this time, as a result of numerous mergers and rebranding, most of the remaining Standard Oil companies that had objected to

486-458: A registered legal name and a fictitious business name, or trade name, is important because fictitious business names do not always identify the entity that is legally responsible . Legal agreements (such as contracts ) are normally made using the registered legal name of the business. If a corporation fails to consistently adhere to such important legal formalities like using its registered legal name in contracts, it may be subject to piercing of

540-529: A total population of roughly 1.982 million. The Governor's Office of Appalachia subdivides the 32 counties of Appalachian Ohio into three smaller regions: East Central Ohio, South East Ohio, and Southern Ohio. The following lists include each county in the region and its county seat. Appalachian Ohio has several cities within its borders, which as of the 2010 census included the following localities: John Glenn Columbus International Airport , in Columbus ,

594-403: Is also active in 24 Hours of Le Mans and various endurance racing , sponsoring Martini Lancia from 1982 to 1986, Le Mans-winning Peugeot 905 from 1990 to 1993, and Toyota GT-One in 1998–99. Since 1996 Esso currently supplying fuels for all Porsche Mobil 1 Supercup entrants under Mobil brand as ExxonMobil increased its fuel partnership role with Porsche Mobil 1 Supercup as Esso since

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648-454: Is also sometimes used. A company typically uses a trade name to conduct business using a simpler name rather than using their formal and often lengthier name. Trade names are also used when a preferred name cannot be registered, often because it may already be registered or is too similar to a name that is already registered. Using one or more fictitious business names does not create additional separate legal entities. The distinction between

702-642: Is applied on Esso fuel tank after Mobil service stations began to merge with Esso between 2003 and 2007. Mobil is ExxonMobil's primary retail motor fuel brand in California, Florida, New York, New England, the Great Lakes and the Midwest. Exxon is the primary brand in the rest of the United States, with the highest concentration of retail outlets located in New Jersey, Pennsylvania, Texas and in

756-776: Is called a razón social . Appalachian Ohio Appalachian Ohio is a bioregion and political unit in the southeastern part of the U.S. state of Ohio , characterized by the western foothills of the Appalachian Mountains and the Appalachian Plateau . The Appalachian Regional Commission defines the region as consisting of thirty-two counties. This region roughly overlaps with the Appalachian mixed-mesophytic forests , which begin in southeast Ohio and southwest Pennsylvania and continue south to Georgia and Alabama . The mixed-mesophytic forest

810-467: Is found only in Central and Southern Appalachia and eastern/central China . It is one of the most biodiverse temperate forests in the world. Geologically, Appalachian Ohio corresponds closely to the terminal moraine of an ancient glacier that runs southwest to northeast through the state. Areas south and east of the moraine are characterized by rough, irregular hills and hollows, characteristic of

864-444: Is the largest airport and serves most of the residents in southeast Ohio. John Glenn offers primarily domestic flights. Cincinnati/Northern Kentucky International Airport to the southwest serves most of the residents of Cincinnati and its metropolitan area , and Cleveland Hopkins International Airport to the north is also a major hub airport . The Appalachian Regional Commission was formed in 1965 to aid economic development in

918-678: The Allegheny Plateau and Cumberland Plateaus of the western Appalachian Plateau System. Unlike eastern Appalachia, this region does not have long fin-like ridges like those of the Ridge-and-Valley Appalachians subranges, but a network of rocky hollows and hills going in all directions. The region is considered part of "central Appalachia", a political, cultural, and bioregional classification that includes southeastern Ohio, Eastern Kentucky , most of West Virginia and Southwestern Virginia . The region has

972-695: The District of Columbia . By 1941, it had also acquired the rights in Pennsylvania , Delaware , Arkansas , Tennessee , and Louisiana . It also used the Esso brand in New York and the six New England states, where the Standard Oil Company of New York ( Socony-Vacuum , later Socony Mobil) had the rights, but did not object to the New Jersey company's use of the trademark (the two companies did not merge until November 1999 ). However, in

1026-611: The Midwestern United States being a weaker market for Esso. Likewise, The Ohio Oil Company, which eventually became Marathon Oil , did not market its downstream assets under the Standard name due to Sohio and Amoco owning the rights to the name in its core Midwestern territory. The other Standard companies likewise were "Standard" or some variant on that name in their home states, and another brand name in other states. Esso ranked 31st among American corporations in

1080-466: The United Kingdom , there is no filing requirement for a "business name", defined as "any name under which someone carries on business" that, for a company or limited liability partnership, "is not its registered name", but there are requirements for disclosure of the owner's true name and some restrictions on the use of certain names. A minority of U.S. states, including Washington , still use

1134-842: The United States Virgin Islands and Jamaica to TotalEnergies. Those were converted to the Total brand. In 2014, Sol Petroleum purchased Esso operations in The Bahamas , Barbados , Bermuda , Cayman Islands , Dominican Republic , Guadeloupe and Martinique . Rights to continue to operate in those countries under the Esso name were included. Esso S.A.F. is the French subsidiary of ExxonMobil, operating several hundred filling stations and two refineries in France. Established as Esso Standard Sekiyu K.K. in 1962, following

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1188-585: The "Snack and Shop" and " On the Run " branding depending on the size and the larger sites featured a Costa Cafe. ROC was the name for Esso's self-operated forecourts. By 2015, ROC UK had sold all their sites to operators such as Rontec and Euro Garages, leaving no forecourts directly operated by Esso in the UK. In Australia, Esso is an affiliate of ExxonMobil; it operates oil and gas production. Its retail petrol stations were acquired by Mobil Australia in 1990. In Canada,

1242-523: The 2015 season. Trade name In a number of countries, the phrase " trading as " (abbreviated to t/a ) is used to designate a trade name. In the United States , the phrase " doing business as " (abbreviated to DBA , dba , d.b.a. , or d/b/a ) is used, among others, such as assumed business name or fictitious business name . In Canada , " operating as " (abbreviated to o/a ) and " trading as " are used, although " doing business as "

1296-523: The 60% of petroleum in Argentina. In 2011, local consortium Bridas Corporation (formed by Bridas Energy Holdings Limited and Chinese CNOOC International Limited) acquired rights to the Esso brand in Argentina, Paraguay and Uruguay. As a result, all the Esso stations were rebranded as "Axion Energy". At the time of the acquisition, Esso had 520 stations (with 450 under franchises), being the third largest producer of Argentine after YPF and Shell , with

1350-516: The Appalachian region, which was lagging far behind the rest of the nation on most economic indicators. The Appalachian region currently defined by the commission includes 420 counties in 13 states, including 32 counties in Ohio. The commission gives each county one of five possible economic designations— distressed, at-risk, transitional, competitive, or attainment— with "distressed" counties being

1404-567: The Cleveland filling stations were re-branded as Esso. Esso traded in Northern Ireland up until the early 2000s. Their forecourts were re-branded as Maxol and Texaco and some remained private. 45 of Euro Garages' forecourts were bought from Esso in 2013, and are operated under the Esso brand. They plan to roll out partner brands such as Starbucks and Spar , replacing the Esso branded shops. ROC used self-branded stores under

1458-571: The Esso brand in 1926. In 1972, the name Esso was largely replaced in the U.S. by the Exxon brand after the Standard Oil of New Jersey bought Humble Oil , while the Esso name remained widely used elsewhere. In most of the world, the Esso brand and the Mobil brand are the primary brand names of ExxonMobil, while the Exxon brand is used only in the United States alongside Mobil. In 1911, Standard Oil

1512-613: The Esso brand is used on stations supplied by Imperial Oil, which is 69.8% owned by ExxonMobil. The stations are owned by third-party retailers such as: Imperial Oil began to sell the majority of its company-owned stations in 2016. Esso also provides aviation fuel services at 80 airport locations in Canada (Aviation and Avitat). Esso has sold most of its assets in the Caribbean. In 2008 it sold its retail operations in Puerto Rico ,

1566-448: The Esso name had been acquired by BP . ExxonMobil cited trademark surveys in which there was no longer possible confusion with the Esso name as it was more than seven decades before. Neither BP nor Chevron (which had minimized the use of the Standard name in the 1970s) had any objection to lifting the ban. ExxonMobil did not specify whether they would now open new stations in the U.S. under the Esso name; they were primarily concerned about

1620-777: The Mid-Atlantic and Southeastern states. In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. Esso spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative theme, "Put a Tiger in Your Tank", which was invented by Emery Smith in 1959. The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, in England there were faux tiger tails with pink ribbons to tie round underneath

1674-418: The U.S., trademark rights are acquired by use in commerce, but there can be substantial benefits to filing a trademark application. Sole proprietors are the most common users of DBAs. Sole proprietors are individual business owners who run their businesses themselves. Since most people in these circumstances use a business name other than their own name, it is often necessary for them to get DBAs. Generally,

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1728-521: The United Kingdom. Their television advertising song from the 1950s, through to the 1970s, was the famous "Bom, Bom, Bom, Bom, Esso Blue!" One campaign used the well-known song tune of " Smoke Gets in Your Eyes " reworded as: "They asked me how I knew, it was Esso Blue, I of course replied, with lower grades one buys, smoke gets in your eyes. The non-smoking paraffin". The track was released as

1782-493: The additional expenses of having separate marketing, letterheads, packaging, and other materials that omit Esso. The Esso name did return to minor station signage at both Exxon and Mobil stations, which also had the effect of ExxonMobil de facto claiming the Standard trademark in Colorado , Kentucky , Montana , North Dakota , Oklahoma and Wyoming as Chevron withdrew from Kentucky in 2010 and BP gradually withdrew sales from

1836-607: The cap of the petrol tank so as to look as if there was a tiger in the tank: these were often seen on the road in the 1960s; at one time in England there was a television advertisement where a sombre man labelled as the advertising manager said that they were no longer going to have the tiger, followed a short while later with advertisements for the save the tiger campaign, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music songs. Tiger imagery can still be seen on

1890-484: The corporate veil . In English , trade names are generally treated as proper nouns . In Argentina , a trade name is known as a nombre de fantasía ('fantasy' or 'fiction' name), and the legal name of business is called a razón social (social name). In Brazil , a trade name is known as a nome fantasia ('fantasy' or 'fiction' name), and the legal name of business is called razão social (social name). In some Canadian jurisdictions , such as Ontario , when

1944-534: The county or city to be registered with the State Corporation Commission. DBA statements are often used in conjunction with a franchise . The franchisee will have a legal name under which it may sue and be sued, but will conduct business under the franchiser's brand name (which the public would recognize). A typical real-world example can be found in a well-known pricing mistake case, Donovan v. RRL Corp. , 26 Cal. 4th 261 (2001), where

1998-686: The dissolution and absorption of EMG Marketing into a subsidiary of the new company, JXTG Nippon Oil & Energy (now Eneos ), in 2017. In 2019, the company began to phase out the Esso and Mobil brands in Japan, replacing it with JX's Eneos EneJet banner. Standard Oil of New Jersey started business in Argentina in 1911, acquiring the "Compañía Nacional de Aceites" (National Company of Oil), which had been founded in 1906 by entrepreneur Emilio Schiffner in Campana, Buenos Aires to produce kerosene . It became

2052-665: The dissolution of the Standard Vacuum Oil Company . It became Esso Sekiyu K.K. in 1982. After the Exxon and Mobil merger in 1999, the Japanese subsidiaries were reorganized as ExxonMobil Y.K. in 2002, which spun off its downstream business to EMG Marketing G.K. in 2012, and acquired as a subsidiary by TonenGeneral Sekiyu K.K. in the same year. In 2016, JX Holdings and the TonenGeneral Group merged into JXTG Holdings (now Eneos Holdings ), leading to

2106-695: The first oil refinery in Latin America, doing business as "Compañía Nativa de Petróleo". Soon after, it merged with another foreign company operating in Argentina, West India Oil Co. (mostly known as "WICO"). The first petrol pump was placed in the Plaza del Congreso of Buenos Aires , while the first service station opened in 1927 in the city of Santa Fe . The company opened other refineries in Neuquén and Jujuy provinces. The company also introduced its motor oil line, Essolube in 1936. By 1943, Esso produced

2160-402: The law is to protect the public from fraud, by compelling the business owner to first file or register his fictitious business name with the county clerk, and then making a further public record of it by publishing it in a newspaper. Several other states, such as Illinois , require print notices as well. In Uruguay , a trade name is known as a nombre fantasía , and the legal name of business

2214-594: The merger of Exxon with Mobil in 1999. Williams F1 had one season of Esso sponsorship in 2009 when Petrobras left F1 in 2008 before they returned in 2014. The Esso brand was used in McLaren Formula One cars along with Mobil from 2014 despite Esso actually partnering and supplying fuels for McLaren team from 2015 to 2016 seasons, as well as Exxon from 2015 in United States Grand Prix only, as they are currently ExxonMobil brands after

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2268-424: The merger. In 2017, ExxonMobil switched to Red Bull Racing , as well as Faenza-based sister team Scuderia Toro Rosso for one season only. Enco, as sister brand of Esso before both renamed as Exxon in 1973, had sponsored three Indianapolis 500 winning cars in 1965, 1967 and 1968, won by Jim Clark , A. J. Foyt and Bobby Unser , powered by Ford for 1965 and 1967 seasons, and Offenhauser for 1968 season. Esso

2322-402: The most economically endangered and "attainment" counties being the most economically prosperous. These designations are based primarily on three indicators— three-year average unemployment rate, market income per capita, and poverty rate. In 2009, Appalachian Ohio had a three-year average unemployment rate of 8.4%, compared with 7.5% statewide and 6.6% nationwide. In 2008, Appalachian Ohio had

2376-461: The named defendant, RRL Corporation, was a Lexus car dealership doing business as " Lexus of Westminster ", but remaining a separate legal entity from Lexus, a division of Toyota Motor Sales, USA, Inc. . In California , filing a DBA statement also requires that a notice of the fictitious name be published in local newspapers for some set period of time to inform the public of the owner's intent to operate under an assumed name . The intention of

2430-408: The national average on one of the three key indicators. No counties in Ohio were given the "attainment" or "competitive" designations. Athens County had Appalachian Ohio's highest poverty rating, with 32.8% of its residents living below the poverty line. Clermont had Appalachian Ohio's highest per capita income ($ 30,515) and Holmes had the lowest unemployment rate (5.5%). Washington County has

2484-692: The other states, the other Standard Oil companies objected and, via a 1937 U.S. federal court injunction, forced Jersey Standard to use other brand names. In most states the company used the Enco ("Energy Company") brand name, and in a few, the Humble brand name. The objections were mostly made by Standard Oil of Ohio and, in the 1960s, Standard Oil of California (now Chevron Corporation ) after their acquisition of former Esso jobber Standard Oil of Kentucky . The other major Standard Oil spinoff, Standard Oil of Indiana (which became Amoco ) largely did not object due to

2538-618: The other states. In 1888, the Anglo American Oil Company opened its head office in London, which eventually became a part of Esso. In August 1998, Tesco announced a partnership with Esso, opening chains of Tesco Express stores located within forecourts, which continues today. In February 2000, the two companies were opening one new store a month, creating 4,000 jobs. Esso Blue was the brand name of Esso's paraffin oil (kerosene) for domestic heaters in countries such as

2592-962: The pumps of successor firm ExxonMobil . Esso, along with its sister brands Exxon and Mobil, are official long-term recommended gasoline of two Volkswagen Group marques (mainly Bentley and Porsche ), all Toyota Group marques and subsidiaries (including Toyota , Lexus , Daihatsu , Hino , and Perodua , shared with Petron ) and General Motors marques and subsidiaries (including Chevrolet , Cadillac , Buick , Holden , SAIC-GM-Wuling and former GM marques such as Opel and Vauxhall ) for automobiles. They are also recommended fuels for KTM motorcycles. Formula One team Lotus had Esso sponsorship from 1962 until 1967 while sponsoring Indianapolis 500 winner and Formula One world champion Jim Clark as well as Brabham from 1964 until 1973. From 2002 to 2009, Esso sponsored Toyota F1 , as well as Jordan and its successor, Midland in 2005 and 2006, after Esso became ExxonMobil's global primary fuel brand through

2646-480: The states where it held those rights by selling Esso Diesel in those states at stations that sell diesel fuel , thus preventing the trademark from being declared abandoned. It retained the Esso brand in Puerto Rico and the United States Virgin Islands until 2008, when it sold its stations there to TotalEnergies. The Enco brand name was used on locations in the Midwest until 1977, when they were sold to Cheker Oil Co. (now part of 7-Eleven ); Exxon continues to have

2700-459: The surname(s) of the sole trader or partners, or the legal name of a company. The Companies Registration Office publishes a searchable register of such business names. In Japan , the word yagō ( 屋号 ) is used. In Colonial Nigeria , certain tribes had members that used a variety of trading names to conduct business with the Europeans. Two examples were King Perekule VII of Bonny , who

2754-469: The term trade name to refer to "doing business as" (DBA) names. In most U.S. states now, however, DBAs are officially referred to using other terms. Almost half of the states, including New York and Oregon , use the terms assumed business name or assumed name ; nearly as many, including Pennsylvania , use the term fictitious name . For consumer protection purposes, many U.S. jurisdictions require businesses operating with fictitious names to file

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2808-459: The value of World War II production contracts. During the years of racial segregation in the United States , Esso franchises gave out The Negro Motorist Green Book : An International Travel Guide . In 1973, Standard Oil of New Jersey renamed itself Exxon Corporation, and adopted the Exxon brand name throughout the country. It maintained the trademark rights to the Standard and Esso brands in

2862-501: Was broken up into 34 companies, some of which were named Standard Oil and had the rights to that brand in certain states (the other companies had no territorial rights). The name Esso is the phonetic pronunciation of the initials 'S' and 'O' in the name Standard Oil . Standard Oil Company ( New Jersey ; "Jersey Standard") had the rights in that state, plus in Maryland , West Virginia , Virginia , North Carolina , South Carolina , and

2916-553: Was known as Captain Pepple in trade matters, and King Jubo Jubogha of Opobo , who bore the pseudonym Captain Jaja . Both Pepple and Jaja would bequeath their trade names to their royal descendants as official surnames upon their deaths. In Singapore , there is no filing requirement for a "trading as" name, but there are requirements for disclosure of the underlying business or company's registered name and unique entity number. In

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