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110-614: ARCO ( / ˈ ɑːr k oʊ / AR -koh ) is a brand of gasoline stations owned by Marathon Petroleum . BP , which formerly owned the brand, uses it in Northern California , Oregon and Washington , while Marathon has rights for the rest of the United States and Mexico . ARCO was established in 1966 as the Atlantic Richfield Company, an independent oil and gas company formed from

220-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

330-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

440-673: A Special Award in 1970. Scientific American magazine published a review of fusion programs by Eastland and Gough in 1971. In 1974, Eastlund left the USAEC and co-founded Fusion Systems Corporation, which focused on ultraviolet-based curing technology with applications in the packaging and manufacturing industry. Fusion Systems technology was used for fast-drying industrial requirements such as labels on Coors beer cans and furniture varnishes. The company sold in 1997 for $ 193 million. In 1979, Eastlund left Fusion Systems to become vice president of energy research for BDM Corporation. Eastlund served as

550-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

660-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

770-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

880-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

990-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

1100-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1210-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

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1320-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

1430-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

1540-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

1650-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

1760-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

1870-447: A license fee of $ 750,000/year through 2007. On August 13, 2012, it was announced that Tesoro would purchase ARCO and its refinery for $ 2.5 billion. The deal came under fire because of increasing fuel prices. Many activists urged state and federal regulators to block the sale because of concerns that it would reduce competition and could lead to higher fuel prices at ARCO stations (ARCO stations make up more than half of all stations with

1980-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

2090-444: A member of the board of directors and also as treasurer at Fusion Power Associates. After leaving BDM, Eastlund worked for Atlantic Richfield Corporation. In 1987 he founded Production Technologies International Corporation and in 1996 he founded Eastlund Scientific Enterprises Corporation. In 2003, Eastlund was awarded a U.S. House of Representatives Certificate of Recognition for contributions to homeland security technology. Eastlund

2200-572: A much smaller open-pit mine east of the defunct Berkeley Pit. ARCO was the responsible party (by its ownership of Anaconda Copper at the time operations were terminated) for the largest U.S. Superfund site —a site that takes in the towns of Butte and Anaconda, and 120 miles (190 km) of the Clark Fork River including Milltown Dam . The region's water and soil were polluted by a century of mining and smelting. Chemicals of concern include many heavy metals and arsenic. On 7 February 2008,

2310-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

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2420-494: A region in the earth's atmosphere, ionosphere, and/or magnetosphere " , described as "grandiose", proposed a 40-mile square radio transmitter that used Alaskan natural gas to generate current to create electromagnetic radiation that would excite a section of the ionosphere . Eastlund's patent speculated on "possible ramifications and potential future developments" including magnetotelluric surveys, local weather modification, and missile defense. Eastlund later claimed that HAARP

2530-465: A sponsor of the just-moved Sacramento Kings basketball franchise and had obtained the long-term naming rights for both their temporary and permanent homes, Original ARCO Arena and the purpose-built ARCO Arena . After BP acquired ARCO in 2000, BP decided not to renew the naming rights to the arena when the sponsorship was due to expire in February 2011. During the 1980s and 1990s, ARCO had sponsored

2640-514: A sudden drop in the price of copper to below seventy cents a pound, the lowest in years, caused ARCO to suspend all operations in Butte, Montana . By 1983, only six years after acquiring rights to the " Richest Hill on Earth ", the Berkeley Pit was completely idle. By 1986, some ARCO properties were sold to billionaire industrialist Dennis Washington , whose company, Montana Resources, operates

2750-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

2860-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

2970-580: A transaction fee of initially 10 cents for those sales while maintaining cash-only sales at the previous low price. In the beginning of the 1990s, a subsidiary, ARCO Power Technologies, later Advanced Power Technologies (APTI), was the primary contractor for the High-frequency Active Auroral Research Program (HAARP Project). ARCO having hired Bernard Eastlund led to conspiracy theories about weather control and warfare. In March 1997, ARCO also leased almost all

3080-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

3190-463: A week. During each event, which was relayed from KKNU in Springfield , the same commercial advertisement for ARCO/ BP gasoline could be heard, along with the words "This test has been brought to you by ARCO". Further investigation by the primary station transmitting the commercial revealed that the spot had been produced using an audio clip of an actual EAS header which had been modified to lower

3300-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

3410-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

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3520-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

3630-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

3740-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

3850-668: Is known for its low-priced gasoline compared to other national brands, mainly because of an early 1980s business decision to emphasize cost cutting (cash/debit-only policy) and alternative sources of income (ampm). ARCO is headquartered in La Palma, California . Tesoro was renamed Andeavor in 2017, and shortly afterwards introduced the ARCO brand for the first time in Mexico by the opening of ARCO branded stations in Tijuana . The introduction of

3960-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

4070-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

4180-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

4290-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

4400-765: The Astrophysical Journal and at scientific symposiums. In later years, he continued to collaborate with Gough and George Miley on their fusion torch concepts. Eastlund died December 12, 2007, at his home in St. Louis, survived by his wife, Sherrie, and several children. Eastlund authored 53 peer reviewed scientific papers and 23 US patents for applications such as well-drilling, sterilization of medical devices, high intensity lighting, and atmospheric plasma heating. One of Eastlund's patents (US4686605 A) described an adaptation of concepts first proposed by Nikola Tesla . Eastlund's "Method and apparatus for altering

4510-515: The Berkeley Pit and the Anaconda, Montana Smelter. ARCO founder Robert Orville Anderson stated "he hoped Anaconda's resources and expertise would help him launch a major shale-oil venture , but that the world oil glut and the declining price of petroleum made shale oil moot". The purchase turned out to be a regrettable decision for ARCO. A lack of experience with hard-rock mining and

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4620-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

4730-467: The U. S. Atomic Energy Commission for co-invention of the " fusion torch ." Eastlund attended MIT, receiving a B.S Physics degree in 1960. In 1965, he received a Ph.D. in plasma physics from Columbia University, and spent 3 years as a post-doc fellow there. Eastlund became a staff member at the fusion office at the U.S. Atomic Energy Commission (USAEC) in 1968. The USAEC recognized Eastlund's paper, "The Fusion Torch" co-authored with William C. Gough, with

4840-573: The United States Environmental Protection Agency announced that prolonged litigation with ARCO ended when ARCO agreed to pay $ 187 million to finance natural resource restoration activities. Anaconda Copper still nominally exists, but only as a massive environmental liability for BP. Atlantic Richfield Co and its then parent BP America agreed to settle a class-action lawsuit brought by about 700 current and former residents of Yerington, Nevada, who lived near

4950-478: The marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

5060-481: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

5170-484: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

5280-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

5390-480: The 1980s. Marathon ultimately sold Speedway to 7-Eleven in 2021, including some former Andeavor properties. In 2021, ARCO reinstituted accepting credit cards, and engaged in an advertising campaign to inform consumers. Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding

5500-518: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

5610-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

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5720-706: The ARCO brand and other American brands in Mexico came after Mexico ended the monopoly of state-owned Pemex . In spring of 2018, Andeavor began rebranding some SuperAmerica branded stations in North Dakota, South Dakota, Wisconsin and Minnesota to ARCO. Andeavor was acquired by Marathon Petroleum in 2018. Following the acquisition, Marathon hinted at keeping the ARCO brand name while rebranding Andeavor's other brands either as standard Marathon stations (for franchised locations) or Speedway locations (for company-owned locations); stations still owned by BP may either remain as ARCO or rebranded as Amoco , as BP does not own

5830-523: The ARCO brand on its stations in northern California, Oregon and Washington which will be continued to be supplied from BP's Cherry Point Refinery in Washington state. BP has retained the Atlantic Richfield Company as a subsidiary to handle environmental claims against BP for the clean-up of former Anaconda mine properties. ARCO was formed by the merger of East Coast –based Atlantic Refining and California-based Richfield Oil Corporation in 1966;

5940-584: The Anaconda mine built in 1941. The company paid in Nevada up to $ 19.5M for settlement. EPA tested in 2009 wells and found that 79% of the wells north of mine had dangerous levels of uranium and/or arsenic. In September 2010, the staff of KCST-FM in Florence, Oregon , noticed that the station's Emergency Alert System (EAS) equipment would repeatedly unmute as if receiving an incoming EAS message several times

6050-520: The BP territories of the northwest. It has more than 1,300 gas stations in the western part of the United States, and recently (as of 2017) five gas stations in northwestern Mexico. After the Atlantic Richfield Company acquired Sinclair Oil in 1969, Atlantic Richfield decided to merger their three separate service brands into one and call it ARCO. $ 60 million was spent in the rebranding effort. Over

6160-660: The District of Columbia to Shell for an undisclosed price and also sold 576 service stations in Pennsylvania and New York plus a refinery in Pennsylvania for $ 420 million to Dutch trader John Deuss , who rebranded the stations to their former name Atlantic . Deuss later sold the stations plus refinery, pipelines and terminals in 1988 to Sunoco for $ 513 million. In 1986, ARCO began to accept bank ATM cards (which later became debit cards) at its stations by adding on

6270-534: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

6380-524: The annual ARCO Concerts in the Sky summer jazz series at the Bonaventure Hotel in downtown Los Angeles. Thornton F. Bradshaw, 1966–1981 William F. Kieschnick Jr, 1981–1985 Lodwrick M. Cook , 1985 Robert E. Wycoff, 1986–1993 Michael R. Bowlin, 1993–1998 Michael E. Wiley, 1998–2000 Robert O. Anderson , 1966–1985 Lodwrick M. Cook , 1986–1995 Michael R. Bowlin, 1995–2000 Currently,

6490-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

6600-524: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

6710-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

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6820-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

6930-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

7040-485: The brand name ARCO is being used by Marathon Petroleum as a brand of gasoline service stations in the United States and Mexico. In Northern California, Oregon, and Washington states, the ARCO brand is licensed for exclusive use to BP for the sale of gasoline in those areas. Any independent station can adopt the ARCO brand in any territory that is covered by the Marathon Petroleum distribution network outside

7150-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

7260-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

7370-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

7480-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

7590-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

7700-618: The commercial from airplay. Starting in 1965, ARCO sponsored the ARCO Jesse Owens Games, an annual track meet for children aged ten to fifteen that was started by Olympics gold medalist Jesse Owens . In 1980, ARCO became a sponsor of the 1984 Summer Olympics that were held in Los Angeles and had helped financed the refurbishing of the Los Angeles Memorial Coliseum . In 1985, ARCO became

7810-525: The company to this day even after the mines were closed in the early 1980s. In 2000, BP Amoco (now BP) acquired ARCO for $ 26.8 billion. ARCO's retail and marketing operations were kept separate while the rest of the company was integrated into BP. In 2012, BP sold its Carson refinery, 800 ARCO stations in California, Arizona and Nevada, and the ownership of the ARCO brand to Tesoro for $ 2.5 billion while paying Tesoro for an exclusive license for use of

7920-560: The company's name is an acronym of the two companies' names. A merger in 1969, brought in Sinclair Oil Corporation . In the 1970s and 80s, ARCO was one of the largest companies in the world, consistently a top 20 company of the Fortune 500. After its subsequent fracture in the late 1980s and early 90s, ARCO became a subsidiary of UK-based BP plc in 2000 through its BP West Coast Products LLC (BPWCP) affiliate. Due to

8030-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

8140-685: The course of 2004 and 2005, ARCO signs were replaced with signs that still had the ARCO spark, but BP's Helios (BP's new white, yellow, and green "sunburst" mark named after the Greek Sun god, replacing the old British Petroleum shield mark) is also located on the sign. A new tagline "ARCO—part of BP" also appeared on some signs and advertisements. ARCO was known for sponsoring the ARCO Arena (now Sleep Train Arena ) in Sacramento, California , with

8250-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

8360-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

8470-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

8580-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

8690-560: The gas stations of the (now) Santa Fe Springs, California –based independent Thrifty Oil group of 250 stations found throughout California after a damaging price war which the independent Thrifty was unable to win. On July 5, 1990, an explosion at an ARCO Chemical Co. facility in Channelview, Texas killed 17 people and injured five others. On April 18, 2000, ARCO was purchased by BP and completely merged into BP operations. There were two exceptions due to FTC requirements: ARCO Alaska

8800-523: The header's volume and presumably prevent it from triggering false positive alert reactions in EAS equipment. The spot was distributed nationally, and after it had once been identified as the source of the false EAS equipment trips, various stations around the country reported having had similar experiences. After a widespread notification by the Society of Broadcast Engineers was issued, ARCO's ad agency withdrew

8910-501: The increasing cost in processing credit card sales, ARCO eliminated its own private credit card program and also the acceptance of all bank credit cards, such as Visa and MasterCard, in 1982. In this way, the company was able to pass the resulting savings on to its dealers, which resulted in the company becoming the only major gasoline retailer to accept only cash at its stations. In 1985, ARCO's East Coast stations were not doing very well so ARCO sold 400 service stations in eight states and

9020-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

9130-527: The laboratory experienced significant contraction. It finally closed shortly after the 2000 acquisition of ARCO by BP. During the 1970s, the United States government and states such as California sought to encourage companies to invest in the development of low-pollution renewable energy sources. Oil companies such as BP, Shell, and ARCO began to look into photovoltaics . In 1977, ARCO purchased Chatsworth-based Solar Technology International, renamed it ARCO Solar, and moved it to Camarillo. In 1982, ARCO constructed

9240-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

9350-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

9460-662: The lowest fuel prices in California). On June 3, 2013, BP sold ARCO and the Carson Refinery to Tesoro for $ 2.5 billion. BP sold its Southern California terminals (Vinvale, Colton, San Diego, Hathaway, and Hynes) to Tesoro Logistics LP, including the Carson Storage Facility. BP sold the ampm brand to Tesoro for Southern California, Arizona, and Nevada. BP exclusively licensed the ARCO rights from Tesoro for Northern California, Oregon, and Washington. ARCO

9570-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

9680-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

9790-673: The merger of Atlantic Petroleum and the Richfield Oil Corporation . From 1966 to 2000, the Atlantic Richfield Company, doing business as ARCO, was an independent American oil company with operations in the United States, Indonesia, the North Sea , the South China Sea and Mexico . After its acquisition of Anaconda Copper Mining Company in 1977, ARCO had owned hard rock mines in several western states, which has created environmental clean-up liabilities to

9900-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

10010-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

10120-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

10230-564: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

10340-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

10450-407: The practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of

10560-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

10670-518: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

10780-417: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Bernard Eastlund Bernard J. Eastlund (1938 – December 12, 2007) was an American physicist who received his B.S. in physics from Massachusetts Institute of Technology (MIT) and his Ph.D. in physics from Columbia University . In 1970 he received a Special Achievement Certificate from

10890-536: The rights to the BP name due to licensing-based reasons in the Western United States. Following the merger, ARCO and Marathon began to be marketed together with Marathon stations replacing various Andeavor brands in the Western markets (including Exxon , Mobil and Shell stations under license with ExxonMobil and Shell , respectively) while ARCO returned to Eastern markets for the first time since

11000-716: The tallest twin towers in the world until the completion of the World Trade Center in New York City . In 1986, joint owners ARCO and Bank of America sold the buildings to Shuwa Investments Corp., the American subsidiary of Shuwa Co. of Tokyo, for $ 650 million while both remained tenants in their respective named towers. ARCO moved out of the building in 1999. The building was renamed City National Plaza in 2005. ARCO's Oil & Gas division headquarters were in downtown Dallas, Texas . The headquarters' building

11110-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

11220-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

11330-703: The world's first photovoltaic central utility power plant, a 1-megawatt facility near Hesperia. Unfortunately for ARCO, the solar panel industry was costly and not very profitable, so it was looking for a buyer by 1989. It finally sold the company to the German company Siemens for $ 36 million in 1990. In 1987, ARCO Chemical Co. was spun off and taken public, with ARCO selling 19.9% to the public. Lyondell Chemical Company (now LyondellBasell ), bought ARCO Chemical in 1998 for $ 5.6 billion including ARCO's entire 82.2% ownership stake. ARCO merged with Anaconda Copper Mining Company of Montana in 1977. Anaconda's holdings included

11440-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

11550-662: Was a 46-story office building designed by architect I.M. Pei , the ARCO Tower . The building is now called Energy Plaza . From the 1960s, until the end of the twentieth century, ARCO operated a highly significant research and development center in Plano, Texas, on land purchased in 1964 by the Atlantic Refinery Company. Its golden age was arguably in the early to mid 1980s, when it was led by Robert L. Hirsch . A standout example of ARCO's research at that time

11660-488: Was in favor of funding research into weather modification and control that could reduce the impact of severe weather. He envisioned "concepts for electromagnetic wave interactions with the atmosphere that, among a range of jobs, could be applied to weather modification research" and that such research could mature to a new science in 10 or 20 years. He was active in astrophysics , and later work included co-authoring papers regarding pulsars and gamma bursters presented in

11770-582: Was sold by BP to Phillips Petroleum , and ARCO Pipe Line Company was acquired by TEPPCO , a subsidiary of Enterprise Products . From 1972 to 2000, ARCO's global corporate headquarters were in the ARCO Plaza in Los Angeles at the corner of 5th and Flower Streets, the site of Richfield's former headquarters . Upon completion in 1972, the ARCO Plaza towers were the tallest buildings in the city for one year before being overtaken by Aon Center , and were

11880-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

11990-567: Was the pioneering study on 4D seismic surveying by Robert Greaves and Terry Fulp. This consisted of repeated 3D seismic surveys which successfully mapped the effects of enhanced oil recovery processes as a function of time. This work was recognized for its seminal importance over 20 years later by the Society of Exploration Geophysicists . Besides Greaves and Fulp, the laboratory produced a number of other distinguished alumni during this golden age, including scientists John Castagna , Michael Batzle, Geoffrey Dorn, and Marius Vassiliou . In later years

12100-444: Was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time,

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