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166-525: Exide was originally a brand name for batteries produced by The Electric Storage Battery Company and later became Exide Holdings, Inc. doing business as Exide Technologies , an American lead-acid batteries manufacturing company. Exide Holdings manufactured automotive batteries and industrial batteries. Exide Holdings is based in Milton, Georgia , United States . Exide Holdings had both manufacturing and recycling plants. The former were located throughout

332-659: A Neutrality Pact in April 1941, and Japan adopted the doctrine of Nanshin-ron , promoted by the Navy, which took its focus southward and eventually led to war with the United States and the Western Allies. In Europe, Germany and Italy were becoming more aggressive. In March 1938, Germany annexed Austria , again provoking little response from other European powers. Encouraged, Hitler began pressing German claims on

498-578: A cautious French probe into the Saarland . The Western Allies also began a naval blockade of Germany , which aimed to damage the country's economy and war effort. Germany responded by ordering U-boat warfare against Allied merchant and warships, which would later escalate into the Battle of the Atlantic . On 8 September, German troops reached the suburbs of Warsaw . The Polish counter-offensive to

664-439: 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

830-469: 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

996-640: A $ 35 Million grid manufacturing facility in Kansas City, Missouri. On May 24, 2018, Exide expanded its motive power offering with acquisition of Aker Wade Power Technologies. On November 14, 2018, Exide named Timothy D. Vargo, former president and CEO of AutoZone, President and chief executive officer of the company. Tim is also chairman of the board. Between January 10 and July 30, 2019, Exide appointed new leadership in its CIO, CLO, COO, CFO, and President EMEA positions. On April 2, 2019, Battery Systems, Inc. acquired Exide's branch network business and became

1162-636: 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

1328-400: 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

1494-403: 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

1660-463: 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

1826-478: 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

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1992-518: 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

2158-412: 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

2324-417: 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

2490-1021: 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

2656-472: 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

2822-462: 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

2988-493: 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

3154-712: A huge scheme to sell defective Exide batteries to Sears for its Die-hard battery line. In 2008, it was reported that Exide was emitting two times the number of pollutants allowed into the environment at their secondary lead-acid battery smelter plant in Bristol, Tennessee . In 2013, Exide was under federal criminal investigation for emitting high levels of harmful pollutants from its battery recycling plant in Vernon, California . Hundreds of residents had complained for years about Exide's toxic emissions before state and federal agencies acted. Brand The practice of branding—in

3320-520: A judge approved the company's plan to eliminate $ 1.3 billion in debt and exit bankruptcy protection by the end of the month In April 2013, Exide closed its battery-recycling plant in Vernon, California (Los Angeles County). In June 2013, Exide again filed for Chapter 11 bankruptcy protection with the aim of cutting debt and implementing a restructuring plan (Exide Technologies, Case No. 13-11482, U.S. Bankruptcy Court, District of Delaware). In April 2015,

3486-507: 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

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3652-524: A pretext to initiate the invasion. The first German attack of the war came against the Polish defences at Westerplatte . The United Kingdom responded with an ultimatum for Germany to cease military operations, and on 3 September, after the ultimatum was ignored, Britain and France declared war on Germany. During the Phoney War period, the alliance provided no direct military support to Poland, outside of

3818-781: A pretext to worsen relations. On 29 August, Hitler demanded that a Polish plenipotentiary immediately travel to Berlin to negotiate the handover of Danzig , and to allow a plebiscite in the Polish Corridor in which the German minority would vote on secession. The Poles refused to comply with the German demands, and on the night of 30–31 August in a confrontational meeting with the British ambassador Nevile Henderson , Ribbentrop declared that Germany considered its claims rejected. On 1 September 1939, Germany invaded Poland after having staged several false flag border incidents as

3984-524: A product of greater capacity and less weight for electric taxicabs . This battery was the first to bear the name Exide , short for "Excellent Oxide". In 1902, The Electric Storage Battery Co. formed Willard Storage Battery Co. when they acquired the battery-making assets of a jewelry manufacturer in Cleveland, OH and incorporated them. By 1950 Willard automotive batteries were outselling Exide automotive batteries although The Electric Storage Battery Co.

4150-399: 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

4316-475: A secret protocol that defined German and Soviet "spheres of influence" (western Poland and Lithuania for Germany; eastern Poland , Finland, Estonia , Latvia and Bessarabia for the Soviet Union), and raised the question of continuing Polish independence. The pact neutralised the possibility of Soviet opposition to a campaign against Poland and assured that Germany would not have to face the prospect of

4482-774: A similar pact and rejected ceding part of its territory to the Soviet Union. The Soviet Union invaded Finland in November 1939, and was subsequently expelled from the League of Nations for this crime of aggression. Despite overwhelming numerical superiority, Soviet military success during the Winter War was modest, and the Finno-Soviet war ended in March 1940 with some Finnish concessions of territory . In June 1940,

4648-414: 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

4814-407: 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

4980-531: A two-front war, as it had in World War   I. Immediately afterwards, Hitler ordered the attack to proceed on 26 August, but upon hearing that the United Kingdom had concluded a formal mutual assistance pact with Poland and that Italy would maintain neutrality, he decided to delay it. In response to British requests for direct negotiations to avoid war, Germany made demands on Poland, which served as

5146-509: 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

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5312-413: 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

5478-420: 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

5644-403: 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

5810-469: 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

5976-410: 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

6142-421: 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

6308-442: 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

6474-406: 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

6640-564: 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

6806-604: The Anglo-German Naval Agreement and the German–Polish declaration of non-aggression . The situation became a crisis in late August as German troops continued to mobilise against the Polish border. On 23 August the Soviet Union signed a non-aggression pact with Germany, after tripartite negotiations for a military alliance between France, the United Kingdom, and Soviet Union had stalled. This pact had

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6972-689: The British Empire , with fighting in the Balkans , Mediterranean, and Middle East , the aerial Battle of Britain and the Blitz , and naval Battle of the Atlantic . Through a series of campaigns and treaties, Germany took control of much of continental Europe and formed the Axis alliance with Italy , Japan , and other countries. In June 1941, Germany led the European Axis in an invasion of

7138-581: The German Revolution of 1918–1919 , and a democratic government, later known as the Weimar Republic , was created. The interwar period saw strife between supporters of the new republic and hardline opponents on both the political right and left. Italy, as an Entente ally, had made some post-war territorial gains; however, Italian nationalists were angered that the promises made by the United Kingdom and France to secure Italian entrance into

7304-853: The German invasion of Poland and the United Kingdom and France 's declaration of war on Germany two days later on 3 September 1939. Dates for the beginning of the Pacific War include the start of the Second Sino-Japanese War on 7 July 1937, or the earlier Japanese invasion of Manchuria , on 19 September 1931. Others follow the British historian A. J. P. Taylor , who stated that the Sino-Japanese War and war in Europe and its colonies occurred simultaneously, and

7470-576: The Italian mainland , and Allied offensives in the Pacific—cost the Axis powers their initiative and forced them into strategic retreat on all fronts. In 1944, the Western Allies invaded German-occupied France at Normandy , while the Soviet Union regained its territorial losses and pushed Germany and its allies westward. At the same time, Japan suffered reversals in mainland Asia, while the Allies crippled

7636-553: The Japanese Navy and captured key islands . The war in Europe concluded with the liberation of German-occupied territories ; the invasion of Germany by the Western Allies and the Soviet Union, culminating in the fall of Berlin to Soviet troops; Hitler's suicide ; and the German unconditional surrender on 8 May 1945 . Following the refusal of Japan to surrender on the terms of the Potsdam Declaration ,

7802-695: The League of Nations as a force to preserve peace. Both Italy and Ethiopia were member nations, but the League did little when the former clearly violated Article X of the League's Covenant . The United Kingdom and France supported imposing sanctions on Italy for the invasion, but the sanctions were not fully enforced and failed to end the Italian invasion. Italy subsequently dropped its objections to Germany's goal of absorbing Austria . When civil war broke out in Spain, Hitler and Mussolini lent military support to

7968-731: The Nationalist rebels , led by General Francisco Franco . Italy supported the Nationalists to a greater extent than the Nazis: Mussolini sent more than 70,000 ground troops, 6,000 aviation personnel, and 720 aircraft to Spain. The Soviet Union supported the existing government of the Spanish Republic . More than 30,000 foreign volunteers, known as the International Brigades , also fought against

8134-784: 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

8300-690: The Rome–Berlin Axis . A month later, Germany and Japan signed the Anti-Comintern Pact , which Italy joined the following year. The Kuomintang (KMT) party in China launched a unification campaign against regional warlords and nominally unified China in the mid-1920s, but was soon embroiled in a civil war against its former Chinese Communist Party (CCP) allies and new regional warlords . In 1931, an increasingly militaristic Empire of Japan , which had long sought influence in China as

8466-590: The Soviet–Japanese Neutrality Pact in April 1941. By contrast, the Germans were steadily making preparations for an attack on the Soviet Union, massing forces on the Soviet border. Hitler believed that the United Kingdom's refusal to end the war was based on the hope that the United States and the Soviet Union would enter the war against Germany sooner or later. On 31 July 1940, Hitler decided that

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8632-598: The Stresa Front in April 1935 in order to contain Germany, a key step towards military globalisation ; however, that June, the United Kingdom made an independent naval agreement with Germany, easing prior restrictions. The Soviet Union, concerned by Germany's goals of capturing vast areas of Eastern Europe , drafted a treaty of mutual assistance with France. Before taking effect, though, the Franco-Soviet pact

8798-709: The Sudetenland , an area of Czechoslovakia with a predominantly ethnic German population. Soon the United Kingdom and France followed the appeasement policy of British Prime Minister Neville Chamberlain and conceded this territory to Germany in the Munich Agreement , which was made against the wishes of the Czechoslovak government, in exchange for a promise of no further territorial demands. Soon afterwards, Germany and Italy forced Czechoslovakia to cede additional territory to Hungary, and Poland annexed

8964-707: The Tanggu Truce was signed in 1933. Thereafter, Chinese volunteer forces continued the resistance to Japanese aggression in Manchuria , and Chahar and Suiyuan . After the 1936 Xi'an Incident , the Kuomintang and CCP forces agreed on a ceasefire to present a united front to oppose Japan. The Second Italo-Ethiopian War was a brief colonial war that began in October 1935 and ended in May 1936. The war began with

9130-579: The Trans-Olza region of Czechoslovakia. Although all of Germany's stated demands had been satisfied by the agreement, privately Hitler was furious that British interference had prevented him from seizing all of Czechoslovakia in one operation. In subsequent speeches Hitler attacked British and Jewish "war-mongers" and in January 1939 secretly ordered a major build-up of the German navy to challenge British naval supremacy. In March 1939, Germany invaded

9296-558: The Treaty of Craiova . The loss of one-third of Romania's 1939 territory caused a coup against King Carol II, turning Romania into a fascist dictatorship under Marshal Ion Antonescu , with a course set towards the Axis in the hopes of a German guarantee. Meanwhile, German-Soviet political relations and economic co-operation gradually stalled, and both states began preparations for war. In April 1940, Germany invaded Denmark and Norway to protect shipments of iron ore from Sweden , which

9462-749: The United Kingdom and France to declare war on Germany. Poland was divided between Germany and the Soviet Union under the Molotov–Ribbentrop Pact , in which they had agreed on " spheres of influence " in Eastern Europe. In 1940, the Soviets annexed the Baltic states and parts of Finland and Romania . After the fall of France in June 1940, the war continued mainly between Germany and

9628-709: The Wehrmacht rapidly advanced to the Channel and cut off the Allied forces in Belgium, trapping the bulk of the Allied armies in a cauldron on the Franco-Belgian border near Lille. The United Kingdom was able to evacuate a significant number of Allied troops from the continent by early June, although they had to abandon almost all their equipment. On 10 June, Italy invaded France , declaring war on both France and

9794-630: The aftermath of World War I and the rise of fascism in Europe and militarism in Japan . Key events leading up to the war included Japan's invasion of Manchuria , the Spanish Civil War , the outbreak of the Second Sino-Japanese War , and Germany's annexations of Austria and the Sudetenland . World War II is generally considered to have begun on 1 September 1939, when Nazi Germany , under Adolf Hitler , invaded Poland , prompting

9960-569: The dry-cell battery industry in 1957 when it acquired the Ray-O-Vac Company , the then second-largest producer of dry-cell batteries in the US. NASA used solar-charged, nickel-zinc Exide batteries on all of the Apollo program missions. In 1967 The Electric Storage Battery Company was merged into ESB Incorporated . From 1974 through 1978 ESB Inc. became Inco Electroenergy Corporation as

10126-404: The reunification of East and West Germany to take place and resolved most post–World War   II issues. No formal peace treaty between Japan and the Soviet Union was ever signed, although the state of war between the two countries was terminated by the Soviet–Japanese Joint Declaration of 1956 , which also restored full diplomatic relations between them. World War I had radically altered

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10292-418: 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

10458-425: 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

10624-400: 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,

10790-415: 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),

10956-606: 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

11122-409: The Allies were attempting to cut off . Denmark capitulated after six hours , and despite Allied support , Norway was conquered within two months. British discontent over the Norwegian campaign led to the resignation of Prime Minister Neville Chamberlain , who was replaced by Winston Churchill on 10   May 1940. On the same day, Germany launched an offensive against France . To circumvent

11288-400: The Axis war against the Soviet Union, in Romania's case partially to recapture territory ceded to the Soviet Union . In early June 1940, the Italian Regia Aeronautica attacked and besieged Malta , a British possession. From late summer to early autumn, Italy conquered British Somaliland and made an incursion into British-held Egypt . In October, Italy attacked Greece , but the attack

11454-421: The Blitz , but largely ended in May 1941 after failing to significantly disrupt the British war effort. Using newly captured French ports, the German Navy enjoyed success against an over-extended Royal Navy , using U-boats against British shipping in the Atlantic . The British Home Fleet scored a significant victory on 27   May 1941 by sinking the German battleship Bismarck . In November 1939,

11620-414: The Electric Storage Battery Company, stated on the night of Sunday December 16, 1894 that the company had consummated the day before in New York the purchase of all patents and patent rights concerning the manufacture and use of electric storage batteries of the General Electric Company, the Edison company, the Thomson-Houston, the Brush, the Accumulator company, the Consolidated Electric Storage Company and

11786-405: The European Axis declaring war on the US. Japan conquered much of coastal China and Southeast Asia , but its advances in the Pacific were halted in mid-1942 after its defeat in the naval Battle of Midway ; Germany and Italy were defeated in North Africa and at Stalingrad in the Soviet Union. Key setbacks in 1943—including German defeats on the Eastern Front, the Allied invasions of Sicily and

11952-690: The Exide plants. Concerns have been raised about their environmental practices. Lead and other dangerous chemicals coming from Exide's plants have repeatedly polluted communities around the United States, triggering protests and extensive media coverage. In March 2001, Exide pleaded guilty to fraud conspiracy charges and agreed to pay a fine of $ 27.5 million to end a federal criminal investigation into auto battery sales to customers of Sears . The case arose from investigations and accusations that Exide conspired with Sears to sell used batteries as new to Sears customers and that Exide officials had paid bribes to conceal

12118-702: The French possessions of Syria and Lebanon , assisted by the Free French . With the situation in Europe and Asia relatively stable, Germany, Japan, and the Soviet Union made preparations for war. With the Soviets wary of mounting tensions with Germany, and the Japanese planning to take advantage of the European War by seizing resource-rich European possessions in Southeast Asia , the two powers signed

12284-575: The General Electric Launch Company. Mr. Gibbs asserted that this secured to the Electric Storage Battery Company the sole right to supply this country electric storage batteries of all the various types heretofore developed, as well as the protection of every decision thus far rendered by the federal courts in the interpretation of patents of this kind. In 1898, an Exide brand battery provided

12450-486: The Germans, and the last large operational unit of the Polish Army surrendered on 6   October . Despite the military defeat, Poland never surrendered; instead, it formed the Polish government-in-exile and a clandestine state apparatus remained in occupied Poland. A significant part of Polish military personnel evacuated to Romania and Latvia; many of them later fought against the Axis in other theatres of

12616-479: 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

12782-512: The Nationalists. Both Germany and the Soviet Union used this proxy war as an opportunity to test in combat their most advanced weapons and tactics. The Nationalists won the civil war in April 1939; Franco, now dictator, remained officially neutral during World War   II but generally favoured the Axis . His greatest collaboration with Germany was the sending of volunteers to fight on the Eastern Front . In July 1937, Japan captured

12948-511: The Royal Navy putting three Italian battleships out of commission after a carrier attack at Taranto , and neutralising several more warships at the Battle of Cape Matapan . Italian defeats prompted Germany to deploy an expeditionary force to North Africa; at the end of March 1941, Rommel 's Afrika Korps launched an offensive which drove back Commonwealth forces. In less than a month, Axis forces advanced to western Egypt and besieged

13114-602: The Soviet Union occupied the entire territories of Estonia, Latvia and Lithuania, as well as the Romanian regions of Bessarabia, Northern Bukovina, and the Hertsa region . In August 1940, Hitler imposed the Second Vienna Award on Romania which led to the transfer of Northern Transylvania to Hungary. In September 1940, Bulgaria demanded Southern Dobruja from Romania with German and Italian support, leading to

13280-767: The Soviet Union , opening the Eastern Front and initially making large territorial gains. Japan aimed to dominate East Asia and the Asia-Pacific , and by 1937 was at war with the Republic of China . In December 1941, Japan attacked American and British territories in Southeast Asia and the Central Pacific , including Pearl Harbor in Hawaii , which resulted in the US and the UK declaring war against Japan, and

13446-530: The Soviet Union and Mongolia . The Japanese doctrine of Hokushin-ron , which emphasised Japan's expansion northward, was favoured by the Imperial Army during this time. This policy would prove difficult to maintain in light of the Japanese defeat at Khalkin Gol in 1939, the ongoing Second Sino-Japanese War and ally Nazi Germany pursuing neutrality with the Soviets. Japan and the Soviet Union eventually signed

13612-756: The Soviet Union should be eliminated and aimed for the conquest of Ukraine , the Baltic states and Byelorussia . However, other senior German officials like Ribbentrop saw an opportunity to create a Euro-Asian bloc against the British Empire by inviting the Soviet Union into the Tripartite Pact. In November 1940, negotiations took place to determine if the Soviet Union would join the pact. The Soviets showed some interest but asked for concessions from Finland, Bulgaria, Turkey, and Japan that Germany considered unacceptable. On 18 December 1940, Hitler issued

13778-482: The U.S. (Milton, Georgia), and two in Europe ( Büdingen, Germany and Azuqueca, Spain ). Exide operates seven manufacturing plants and three recycling plants in the U.S. In Europe, Exide operates ten manufacturing plants and three recycling facilities. Exide maintains principal sales offices in Mexico City , São Paulo , Dubai , Shanghai , Hong Kong and Sydney . Exide produces batteries and accessories for

13944-735: The U.S., Pacific Rim, Europe and Australia. Recycling plants are located in Canon Hollow, which is north of Forest City, Missouri , and Muncie, Indiana . Two recycling plants in Frisco, Texas and Vernon, California have been closed in 2012 and 2013. The plants in Reading, Pennsylvania and Baton Rouge, Louisiana have also been closed. Exide's predecessor corporation was the Electric Storage Battery Company , founded by William Warren Gibbs in 1888. Gibbs purchased

14110-402: The US dropped the first atomic bombs on Hiroshima and Nagasaki on 6 and 9 August. Faced with an imminent invasion of the Japanese archipelago , the possibility of further atomic bombings, and the Soviet declaration of war against Japan and its invasion of Manchuria , Japan announced its unconditional surrender on 15 August and signed a surrender document on 2 September 1945 , marking

14276-581: The United Kingdom and France guaranteed their support for Polish independence ; when Italy conquered Albania in April 1939, the same guarantee was extended to the Kingdoms of Romania and Greece . Shortly after the Franco - British pledge to Poland, Germany and Italy formalised their own alliance with the Pact of Steel . Hitler accused the United Kingdom and Poland of trying to "encircle" Germany and renounced

14442-542: The United Kingdom attacked on 3   July in an attempt to prevent its seizure by Germany. The air Battle of Britain began in early July with Luftwaffe attacks on shipping and harbours . The German campaign for air superiority started in August but its failure to defeat RAF Fighter Command forced the indefinite postponement of the proposed German invasion of Britain . The German strategic bombing offensive intensified with night attacks on London and other cities in

14608-461: The United Kingdom. The Germans turned south against the weakened French army, and Paris fell to them on 14   June. Eight days later France signed an armistice with Germany ; it was divided into German and Italian occupation zones , and an unoccupied rump state under the Vichy Regime , which, though officially neutral, was generally aligned with Germany. France kept its fleet, which

14774-660: The United States was assisting China and the Western Allies, and had amended the Neutrality Act to allow "cash and carry" purchases by the Allies. In 1940, following the German capture of Paris, the size of the United States Navy was significantly increased . In September the United States further agreed to a trade of American destroyers for British bases . Still, a large majority of the American public continued to oppose any direct military intervention in

14940-606: The Yellow River ; this manoeuvre bought time for the Chinese to prepare their defences at Wuhan , but the city was taken by October. Japanese military victories did not bring about the collapse of Chinese resistance that Japan had hoped to achieve; instead, the Chinese government relocated inland to Chongqing and continued the war. In the mid-to-late 1930s, Japanese forces in Manchukuo had sporadic border clashes with

15106-539: 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

15272-524: 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

15438-427: 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

15604-401: 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

15770-412: 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,

15936-413: 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

16102-425: 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

16268-400: 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

16434-509: 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,

16600-455: 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

16766-461: The capital Nanking in December 1937. After the fall of Nanking, tens or hundreds of thousands of Chinese civilians and disarmed combatants were murdered by the Japanese . In March 1938, Nationalist Chinese forces won their first major victory at Taierzhuang , but then the city of Xuzhou was taken by the Japanese in May. In June 1938, Chinese forces stalled the Japanese advance by flooding

16932-535: The company emerged from Chapter 11 bankruptcy protection, which reduced its debt by approximately $ 600 million. On May 20, 2015, the company announced the appointment of Victor M. (Vic) Koelsch, former executive vice president, Michelin North America, as president and chief executive officer of the company. On May 24, 2017, Exide completed a series of financing transactions to fund growth and additional capacity. On October 25, 2017, Exide Technologies unveiled

17098-434: The company headquarters to Reading, Pennsylvania . Exide became a publicly traded company in October 1993. Arthur M. Hawkins resigned as chairman and chief executive officer of Exide in October 1998. In 2000, Exide acquired GNB Technologies, a North American supplier of automotive batteries. In 2002, Exide filed for bankruptcy after compiling a debt of $ 2.5 billion as a result of the recent acquisitions. In April 2004,

17264-403: The conflict well into 1941. In December 1940, Roosevelt accused Hitler of planning world conquest and ruled out any negotiations as useless, calling for the United States to become an " arsenal of democracy " and promoting Lend-Lease programmes of military and humanitarian aid to support the British war effort; Lend-Lease was later extended to the other Allies, including the Soviet Union after it

17430-501: 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

17596-526: The creation of a " New Roman Empire ". Adolf Hitler , after an unsuccessful attempt to overthrow the German government in 1923, eventually became the Chancellor of Germany in 1933 when Paul von Hindenburg and the Reichstag appointed him. Following Hindenburg's death in 1934, Hitler proclaimed himself Führer of Germany and abolished democracy, espousing a radical, racially motivated revision of

17762-757: The dissolution of the Austro-Hungarian, Ottoman, and Russian Empires. To prevent a future world war, the League of Nations was established in 1920 by the Paris Peace Conference . The organisation's primary goals were to prevent armed conflict through collective security, military, and naval disarmament , as well as settling international disputes through peaceful negotiations and arbitration. Despite strong pacifist sentiment after World War   I , irredentist and revanchist nationalism had emerged in several European states. These sentiments were especially marked in Germany because of

17928-712: The end of May completed the German conquest of the Balkans. Partisan warfare subsequently broke out against the Axis occupation of Yugoslavia , which continued until the end of the war. In the Middle East in May, Commonwealth forces quashed an uprising in Iraq which had been supported by German aircraft from bases within Vichy-controlled Syria . Between June and July, British-led forces invaded and occupied

18094-463: The end of the war. World War II changed the political alignment and social structure of the world, and it set the foundation of international relations for the rest of the 20th century and into the 21st century. The United Nations was established to foster international cooperation and prevent conflicts, with the victorious great powers—China, France, the Soviet Union, the UK, and the US—becoming

18260-516: 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

18426-516: The era.) When the United States entered World War I , Exide batteries were used to operate airplane radio sets and power radio stations . In 1920 the Electric Storage Battery Company purchased 40 acres of land in Crescentville, Philadelphia Pennsylvania to build a new plant at the estimated initial cost of two million US dollars. In 1934 the Electric Storage Battery Company filed for the trademark Exide Ironclad and in 1935 their trademark

18592-774: The exclusive distributor of Exide-branded aftermarket transportation batteries. On June 26, 2019, Exide completed a comprehensive new financing and recapitalization transaction which "enhanced the Company’s liquidity, extended debt maturities and deleveraged its balance sheet." On May 19, 2020, Exide (and four subsidiaries) filed for Chapter 11 bankruptcy protection to facilitate the sale of its North American assets. In July 2020, Exide sold certain North American assets to Atlas Holdings. On August 25, 2020, Atlas Holdings launched standalone companies Stryten Manufacturing and Element Resources following its acquisition of substantially all

18758-414: 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,

18924-426: 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

19090-575: The first step of what its government saw as the country's right to rule Asia , staged the Mukden incident as a pretext to invade Manchuria and establish the puppet state of Manchukuo . China appealed to the League of Nations to stop the Japanese invasion of Manchuria. Japan withdrew from the League of Nations after being condemned for its incursion into Manchuria. The two nations then fought several battles, in Shanghai , Rehe and Hebei , until

19256-864: The former Chinese imperial capital of Peking after instigating the Marco Polo Bridge incident , which culminated in the Japanese campaign to invade all of China. The Soviets quickly signed a non-aggression pact with China to lend materiel support, effectively ending China's prior cooperation with Germany . From September to November, the Japanese attacked Taiyuan , engaged the Kuomintang Army around Xinkou , and fought Communist forces in Pingxingguan . Generalissimo Chiang Kai-shek deployed his best army to defend Shanghai , but after three months of fighting, Shanghai fell. The Japanese continued to push Chinese forces back, capturing

19422-642: 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

19588-486: The fraud. In 2002, two former top executives of Exide were sentenced to prison for their scheme to sell defective batteries to Sears. Former Exide president Douglas N. Pearson was sentenced to five years and four months in prison and ordered to pay a $ 150,000 fine. Pearson's accomplice, former Exide chief executive Arthur M. Hawkins, was sentenced to 10 years in prison and ordered to pay a $ 1 million fine. The two were convicted of wire fraud and conspiracy to commit wire fraud in

19754-468: The ideas and patents of inventor Clement Payen to make the storage battery a commercial product. Gibbs targeted electric lighting companies so they could use the storage batteries to provide services to their customers. In 1893 The Electric Storage Battery Company was producing lead chloride accumulators for stabilizing electric grids. Nine years later there were 220 accumulator installations in service enabling electric street rail. W. W. Gibbs, president of

19920-436: 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

20086-525: The invasion of the Ethiopian Empire (also known as Abyssinia ) by the armed forces of the Kingdom of Italy ( Regno d'Italia ), which was launched from Italian Somaliland and Eritrea . The war resulted in the military occupation of Ethiopia and its annexation into the newly created colony of Italian East Africa ( Africa Orientale Italiana , or AOI); in addition it exposed the weakness of

20252-479: The latest in their containerized energy storage series. Exide Technologies' global headquarters was located in Milton, Georgia . It had both manufacturing and recycling plants located throughout the U.S. and Europe. Exide Technologies's Headquarters is located in Gennevilliers, France . Exide operates in approximately 80 countries around the world. Exide operates three R&D facilities including one in

20418-430: 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

20584-419: 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

20750-473: 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

20916-540: 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

21082-400: 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

21248-569: The modern era, the concept of branding has expanded to include deployment by a manager of 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

21414-433: 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

21580-579: 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

21746-564: 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

21912-509: The operating assets of the Americas business of Exide Technologies, LLC. The transaction completes a court-supervised sale process, pursuant to Section 363 of the U.S. Bankruptcy code. On October 16, 2020, a federal bankruptcy court allowed Exide to divest itself of responsibilities for multiple waste sites including Exide's battery recycling plant in Vernon, CA, near Los Angeles. In July 2024, Exide Technologies unveiled Solition Mega Three,

22078-421: 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 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

22244-502: The permanent members of its security council . The Soviet Union and the United States emerged as rival superpowers , setting the stage for the Cold War . In the wake of European devastation, the influence of its great powers waned, triggering the decolonisation of Africa and Asia . Most countries whose industries had been damaged moved towards economic recovery and expansion . World War II began in Europe on 1 September 1939 with

22410-589: The political European map with the defeat of the Central Powers —including Austria-Hungary , Germany , Bulgaria , and the Ottoman Empire —and the 1917 Bolshevik seizure of power in Russia , which led to the founding of the Soviet Union. Meanwhile, the victorious Allies of World War I , such as France, Belgium, Italy, Romania, and Greece, gained territory, and new nation-states were created out of

22576-599: The port of Tobruk . By late March 1941, Bulgaria and Yugoslavia signed the Tripartite Pact ; however, the Yugoslav government was overthrown two days later by pro-British nationalists. Germany and Italy responded with simultaneous invasions of both Yugoslavia and Greece , commencing on 6 April 1941; both nations were forced to surrender within the month. The airborne invasion of the Greek island of Crete at

22742-657: 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

22908-473: 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

23074-518: 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

23240-523: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. World War II Asia-Pacific Mediterranean and Middle East Other campaigns Coups World War II or the Second World War (1 September 1939 – 2 September 1945) was a global conflict between two coalitions: the Allies and the Axis powers . Nearly all

23406-722: The remainder of Czechoslovakia and subsequently split it into the German Protectorate of Bohemia and Moravia and a pro-German client state , the Slovak Republic . Hitler also delivered an ultimatum to Lithuania on 20 March 1939, forcing the concession of the Klaipėda Region , formerly the German Memelland . Greatly alarmed and with Hitler making further demands on the Free City of Danzig ,

23572-740: The result of the first hostile takeover in the US. In 1983 Inco sold their Exide Corporation unit to the First Chicago Investment Corporation and principals of the Spectrum Group. In 1972, ESB Inc. acquired the Edison Storage Battery Company , which had developed a practical nickel-iron battery in 1901. The production of this type of battery was subsequently discontinued in 1975. In 1987, Exide Corp. (doing business as Exide Technologies) acquired General Battery Corporation and moved

23738-410: The significant territorial, colonial, and financial losses imposed by the Treaty of Versailles . Under the treaty, Germany lost around 13 percent of its home territory and all its overseas possessions , while German annexation of other states was prohibited, reparations were imposed, and limits were placed on the size and capability of the country's armed forces . The German Empire was dissolved in

23904-498: The start or prelude to World War II. The exact date of the war's end also is not universally agreed upon. It was generally accepted at the time that the war ended with the armistice of 15 August 1945 ( V-J Day ), rather than with the formal surrender of Japan on 2 September 1945, which officially ended the war in Asia . A peace treaty between Japan and the Allies was signed in 1951. A 1990 treaty regarding Germany's future allowed

24070-593: The strong Maginot Line fortifications on the Franco-German border, Germany directed its attack at the neutral nations of Belgium , the Netherlands , and Luxembourg . The Germans carried out a flanking manoeuvre through the Ardennes region, which was mistakenly perceived by the Allies as an impenetrable natural barrier against armoured vehicles. By successfully implementing new Blitzkrieg tactics,

24236-705: The submerged power for the USS Holland (SS-1) , the first submarine commissioned in the US Navy. Electric Storage remained a significant supplier of US Navy submarine batteries at least through World War II . Isaac Rice , president of Electric Storage in 1899, was instrumental in founding the Electric Boat Company as a bailout of the Holland Torpedo Boat Company. In 1900, the Electric Storage Battery Company developed

24402-550: 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, 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

24568-884: The transportation market, including original-equipment and aftermarket products for auto/truck/SUV, heavy duty, lawn and garden, marine/RV, golf carts and power sport, using absorbed glass mat (AGM) , flooded, enhanced flooded battery, and gel (VRLA) technologies. Exide also markets lithium-ion batteries for motorbikes in Europe. Exide serves the industrial market with lead–acid and lithium-ion batteries for motive power material handling (forklifts) , railroad , mining and submarine applications. Exide also provides chargers and fast chargers for material handling applications, as well as modeling and real time monitoring products. Exide produces energy storage for industrial network power markets including telecommunications , uninterruptible power supply (UPS) , utilities, and solar energy , as well as for other critical backup needs. Exide

24734-476: 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

24900-469: The two wars became World War II in 1941. Other proposed starting dates for World War II include the Italian invasion of Abyssinia on 3 October 1935. The British historian Antony Beevor views the beginning of World War   II as the Battles of Khalkhin Gol fought between Japan and the forces of Mongolia and the Soviet Union from May to September 1939. Others view the Spanish Civil War as

25066-513: The war were not fulfilled in the peace settlement. From 1922 to 1925, the Fascist movement led by Benito Mussolini seized power in Italy with a nationalist, totalitarian , and class collaborationist agenda that abolished representative democracy, repressed socialist, left-wing, and liberal forces, and pursued an aggressive expansionist foreign policy aimed at making Italy a world power, promising

25232-475: The war. Germany annexed western Poland and occupied central Poland ; the Soviet Union annexed eastern Poland ; small shares of Polish territory were transferred to Lithuania and Slovakia . On 6 October, Hitler made a public peace overture to the United Kingdom and France but said that the future of Poland was to be determined exclusively by Germany and the Soviet Union. The proposal was rejected and Hitler ordered an immediate offensive against France, which

25398-400: 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

25564-512: The west halted the German advance for several days, but it was outflanked and encircled by the Wehrmacht . Remnants of the Polish army broke through to besieged Warsaw . On 17 September 1939, two days after signing a cease-fire with Japan , the Soviet Union invaded Poland under the supposed pretext that the Polish state had ceased to exist. On 27 September, the Warsaw garrison surrendered to

25730-483: The world order , and soon began a massive rearmament campaign . France, seeking to secure its alliance with Italy, allowed Italy a free hand in Ethiopia , which Italy desired as a colonial possession. The situation was aggravated in early 1935 when the Territory of the Saar Basin was legally reunited with Germany, and Hitler repudiated the Treaty of Versailles, accelerated his rearmament programme, and introduced conscription. The United Kingdom, France and Italy formed

25896-439: The world's countries —including all the great powers —participated, with many investing all available economic, industrial, and scientific capabilities in pursuit of total war , blurring the distinction between military and civilian resources. Tanks and aircraft played major roles , with the latter enabling the strategic bombing of population centres and delivery of the only two nuclear weapons ever used in war. World War II

26062-417: 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

26228-554: Was invaded by Germany. The United States started strategic planning to prepare for a full-scale offensive against Germany. At the end of September 1940, the Tripartite Pact formally united Japan, Italy, and Germany as the Axis powers . The Tripartite Pact stipulated that any country—with the exception of the Soviet Union—that attacked any Axis Power would be forced to go to war against all three. The Axis expanded in November 1940 when Hungary , Slovakia , and Romania joined. Romania and Hungary later made major contributions to

26394-445: Was larger due to diversification. In 1911, Charles F. Kettering turned to the Electric Storage Battery Company for a suitable automotive battery to complement his new electric starter . This project yielded the first car battery of the modern type. (Within 5 years, there was a substantial field of aftermarket brands in storage batteries and starters for automobiles, as evidenced by the advertisements in automotive trade journals of

26560-424: Was one of the world's largest producers, distributors and recyclers of lead-acid batteries. As early as 1937 employees said that the Electric Storage Battery Company was negligent in protecting their workers. Since 2010, operations at seven Exide lead-acid battery plants have been linked to ambient airborne lead levels that posed a health risk to the environment and residents in communities and neighborhoods surrounding

26726-403: Was postponed until the spring of 1940 due to bad weather. After the outbreak of war in Poland, Stalin threatened Estonia , Latvia , and Lithuania with military invasion, forcing the three Baltic countries to sign pacts allowing the creation of Soviet military bases in these countries; in October 1939, significant Soviet military contingents were moved there. Finland refused to sign

26892-411: Was registered. In 1938, the Electric Storage Battery Company acquired the Giant Storage Battery Company, and expanded into battery chargers and testers. During World War II , the Electric Storage Battery Company was a major supplier of batteries for U.S. Navy submarines and primary contractor for batteries used in the Mark 18 electric torpedo . The Electric Storage Battery Company entered

27058-657: Was repulsed with heavy Italian casualties; the campaign ended within months with minor territorial changes. To assist Italy and prevent Britain from gaining a foothold, Germany prepared to invade the Balkans, which would threaten Romanian oil fields and strike against British dominance of the Mediterranean. In December 1940, British Empire forces began counter-offensives against Italian forces in Egypt and Italian East Africa . The offensives were successful; by early February 1941, Italy had lost control of eastern Libya, and large numbers of Italian troops had been taken prisoner. The Italian Navy also suffered significant defeats, with

27224-441: Was required to go through the bureaucracy of the League of Nations, which rendered it essentially toothless. The United States, concerned with events in Europe and Asia, passed the Neutrality Act in August of the same year. Hitler defied the Versailles and Locarno Treaties by remilitarising the Rhineland in March 1936, encountering little opposition due to the policy of appeasement . In October 1936, Germany and Italy formed

27390-480: Was the deadliest conflict in history, resulting in 70 to 85 million deaths , more than half being civilians. Millions died in genocides , including the Holocaust of European Jews, as well as from massacres, starvation, and disease. Following the Allied powers' victory, Germany , Austria , Japan , and Korea were occupied, and war crimes tribunals were conducted against German and Japanese leaders . The causes of World War II included unresolved tensions in

27556-435: 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

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