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123-497: Mobil is a petroleum brand owned and operated by American oil and gas corporation ExxonMobil . The brand was formerly owned and operated by an oil and gas corporation of the same name ( Mobil Oil Corporation ), which itself merged with Exxon to form ExxonMobil in 1999. A direct descendant of Standard Oil , Mobil was originally known as the Standard Oil Company of New York (shortened to Socony) after Standard Oil

246-439: 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

369-469: 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

492-636: 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

615-400: 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

738-403: 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

861-463: 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

984-478: 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

1107-518: 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

1230-412: 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

1353-417: 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

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1476-1021: 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

1599-472: 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

1722-462: 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

1845-477: 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, 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

1968-507: 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

2091-660: A new corporate campus in Spring, Texas . Mobil continues to operate as a major brandname of ExxonMobil within the ExxonMobil Fuels, Lubricants & Specialties division. Many of its products feature the Mobil symbol of a red winged horse, Pegasus , which has been a company trademark since its affiliation with Magnolia Petroleum Company in the 1930s. The Mobil brand now mainly covers a wide range of automotive, industrial, aviation and marine lubricants. For historic reasons,

2214-631: A number of multinational oil companies which establishing operations in New Zealand. Among these competitors was the Atlantic Union Oil Company, another of the companies from which ExxonMobil is descended. Atlantic Union was bought by the New Jersey–based Standard Oil Company, which would later become Exxon, and its eastern hemisphere interests were merged with those of Socony-Vacuum Oil Company to create

2337-588: A payment of stock in Exxon. Mobil continues as a brand name within the combined company, as well as still being a gas station sometimes paired with its own store or On the Run . Mobil's brand name is primarily used to market motor oils, such as Mobil 1 . The former Mobil headquarters in Fairfax County, Virginia , was used as ExxonMobil's downstream headquarters until 2015 when ExxonMobil consolidated employees into

2460-399: 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

2583-758: A significant market presence in the following metropolitan areas: Mobil stores have made an increased presence in Arizona. Growing in size in the Phoenix area from fewer than 5 stations to over 20. Mobil stores have also made an increased presence in areas of Northwest Oregon and Southwest Washington. Exxon is the primary brand in the rest of the United States, with the highest concentration of Exxon retail outlets located in New Jersey (both Exxon and Mobil brands are used from 2014), Pennsylvania, Texas (Mobil has

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2706-617: A sizeable number of stations in Dallas and Houston), Louisiana (mainly New Orleans as well as Baton Rouge) and in the Mid-Atlantic and Southeastern states. Esso is ExxonMobil's primary gasoline brand worldwide. Both the Esso and Mobil brands are used in Canada (since 2017), Colombia, Egypt, and formerly Japan and Malaysia, in which the latter were rebranded as Petron in 2013, and ENEOS for

2829-400: A thickness as to stop the drum rotating. In this condition, unfiltered oil will be recirculated. Advantages of the centrifuge are: (i) that the cleaned oil may separate from any water which, being heavier than oil, settles at the bottom and can be drained off (provided any water has not emulsified with the oil); and (ii) they are much less likely to become blocked than a conventional filter. If

2952-414: 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

3075-407: 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

3198-656: A variety of industrial products, lubrication programs and services. Some stations in Cairo , Alexandria and Giza feature On the Run convenience stores. Vacuum Oil Company started its operations in Portugal in 1896. In 1941, it became the Socony-Vacuum Oil Company and in 1952, it was renamed Socony Vacuum Portuguesa. In 1955, it became the Mobil Oil Portuguesa. Vacuum Oil was involved in

3321-509: 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

3444-413: 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

3567-420: 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

3690-403: 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

3813-433: 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 the practice of branding livestock to deter theft. Images of

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3936-469: 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

4059-465: Is a range of heavy-duty lubricants designed for commercial vehicles. The range includes engine oils, transmission fluids, drivetrain lubricants and various greases. Mobil Industrial is a sub-brand of ExxonMobil for marketing oils and greases used in industrial applications. The main product lines are Mobil SHC synthetic oils and Mobil Grease greases. Mobil expanded the sale of convenience store items first pioneered at its discount gasoline stations under

4182-410: 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

4305-440: 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 a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation

4428-413: Is essential that the bypass does not compromise the pressurised oilfeed within the full-flow system; one way to avoid such compromise is to have the bypass system as completely independent). Most pressurized lubrication systems incorporate an overpressure relief valve to allow oil to bypass the filter if its flow restriction is excessive, to protect the engine from oil starvation. Filter bypass may occur if

4551-442: 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

4674-429: Is ongoing debate as to the effectiveness of such devices. A sedimentation or gravity bed filter allows contaminants heavier than oil to settle to the bottom of a container under the influence of gravity . A centrifuge oil cleaner is a rotary sedimentation device using centrifugal force rather than gravity to separate contaminants from the oil, in the same manner as any other centrifuge . Pressurized oil enters

4797-475: Is operated by a 7 Eleven location that was converted to Mobile in the summer of 2023). sold to Brookfield Business Partners . Brookfield (operating as BG Fuels) announced that it would license the Mobil brand from ExxonMobil for use on these locations, making them a sister to Imperial Oil 's network of Esso-branded gas stations in Canada. As part of the sale agreement, the Mobil stations continue to offer Loblaw's PC Optimum rewards program (which Esso also joined

4920-469: Is practical for full flow filtration, the full-flow filter is still used to prevent any excessively large particles from causing substantial abrasion or acute blockage in the engine. Originally used on commercial and industrial diesel engines with large oil capacities where the cost of oil analysis testing and extra filtration to extended oil change intervals makes economic sense; bypass oil filters are becoming more common in private consumer applications. (It

5043-406: 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

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5166-564: 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

5289-784: 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

5412-481: 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

5535-484: 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

5658-400: 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,

5781-503: The 1960s, Esso and Mobil stations in Japan had been run by Tōnen General Sekiyu, which had a controlling stake owned by ExxonMobil. In 2012, the company bought out much of ExxonMobil's stake, reducing it to a 22% minority. In 2016, ExxonMobil sold the remainder of its stake. In 2017, the company announced that it would merge with JX Group to form JXTG Holdings , with its petroleum business operating as JXTG Nippon Oil & Energy . Following

5904-618: The 1980s, after the gasoline market had recovered. The Mobil Guide was an annual book of hotel and restaurant recommendations based on a system developed by Mobil in 1958. It rated businesses from one to five stars according to their assessed quality. In October 2009, ExxonMobil licensed the brand to Forbes magazine, which retitled the guide's various designations, e.g., Forbes Travel Guide, Forbes Five Stars, and so on. Forbes launched revised versions of various guides in late 2009. Vacuum Oil Company started selling lubricating oils in Europe in

6027-545: The 1990s, European and Asian automakers in particular began to shift back in favor of replaceable-element filter construction, because it generates less waste with each filter change. American automakers have likewise begun to shift to replaceable-cartridge filters, and retrofit kits to convert from spin-on to cartridge-type filters are offered for popular applications. Commercially available automotive oil filters vary in their design, materials, and construction details. Ones that are made from completely synthetic material excepting

6150-518: 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),

6273-406: 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 the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in

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6396-606: 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

6519-526: The 7-Eleven sale, Mobil has since returned to the country with its own-branded service stations. As of October 2022, Mobil operates 229 own-branded service stations across the country, majority in the Australian east coast (except Tasmania) and South Australia, with a few in Western Australia. Mobil is the oldest oil company in New Zealand. Its kerosene first appeared in the country under

6642-765: The Altona and Adelaide Refineries. In December 1995, Mobil re-entered the West Australian retail fuel market when it purchased the Amgas service station network and related business. On 27 May 2009, Caltex Australia announced it would be acquiring 302 Mobil service stations in Melbourne, Brisbane , Sydney and Adelaide, subject to approval of the Australian Competition & Consumer Commission (ACCC). The ACCC subsequently announced its opposition to

6765-534: 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

6888-583: The Mobil Mart brand. Mobil continued to refine and enhance its convenience store offerings with the On-the-Run brand, which proved to be much more popular. In 2009, 450 On the Run stores in the United States was sold to Alimentation Couche-Tard , operator of the Circle K convenience store chain. Some other On the Run locations in the United States were sold to 7-Eleven in 2011. ExxonMobil continues to own

7011-827: The Mobil brand is still used by Mobil service stations and for fuel (gasoline, diesel, heating oil, kerosene, aviation fuels and marine fuel) products. There are four main Mobil sub-brands: Mobil is ExxonMobil's primary retail gasoline brand in California, Florida, New York, New England, the Great Lakes and the Midwest. The Mobil brand is also used to market gasoline in Australia, Canada (since 2017), Colombia, Egypt, Guam, Japan (until 2019), Malaysia (until 2012), Mexico (starting about first quarter of 2018), New Zealand, Nigeria and Puerto Rico (since 2022) The Mobil brand has

7134-562: The On the Run stores worldwide. Mobil rebranded numerous stations to the Hi-Val, Reelo and Sello discount gasoline brands after major price increases following the 1970s oil crisis made a significant number of consumers extremely price conscious. The stations were converted Mobil stations selling convenience store items in the station lobby, while the service bays were rented to customers for do-it-yourself auto repairs. These brands were discontinued in

7257-425: The Run (later OTR ) convenience stores, but they continued to be supplied by Mobil until it was switched to BP . Meanwhile, since January 2012, all fuel in 7-Eleven stores are supplied by Mobil. 7-Eleven store renovations and openings since 2014 have included prominent placement of the Mobil logo (as the advertised fuel supplier), usually underneath the 7-Eleven logo, on main signage as well as on petrol pumps. After

7380-536: The Standard Oil brand in the 1870s. Early in 1896, Vacuum Oil of New York established a marketing office on Featherston Street in Wellington selling lamp oil and harness grease. It brought with it extensive collective production, marketing and management skills that presented a major advancement in business organisation. The company's unrivaled mineral lubricant products and associated services quickly dominated

7503-694: The Standard-Vacuum Oil Company. The new company continued operations in New Zealand under both the Vacuum and Atlantic Union brand names. On November 30, 1999, Exxon Corporation and Mobil Oil Corporation merged with Mobil Oil New Zealand Limited now owned by new entity ExxonMobil. The company currently owns a 17.2 percent share in The New Zealand Refining Company Limited which operates an oil refinery at Marsden Point . It supplies roughly 20 percent of

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7626-476: 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

7749-524: 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

7872-427: 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

7995-401: 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

8118-412: 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,

8241-413: 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

8364-425: 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

8487-400: 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

8610-509: 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,

8733-455: 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

8856-594: 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

8979-407: The center of the housing and passes into a drum rotor free to spin on a bearing and seal . The rotor has two jet nozzles arranged to direct a stream of oil at the inner housing to rotate the drum. The oil then slides to the bottom of the housing wall, leaving particulate oil contaminants stuck to the housing walls. The housing must periodically be cleaned, or the particles will accumulate to such

9102-501: 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

9225-426: The engine from wear through abrasion. Modern bypass oil filter systems are secondary systems whereby a bleed from the main oil pump supplies oil to the bypass filter, the oil then passing not to the engine but returning to the sump or oil tank. The purpose of the bypass is to have a secondary filtration system to keep the oil in good condition, free of dirt, soot and water, providing much smaller particle retention than

9348-516: 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

9471-414: 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,

9594-440: The filter before travelling onward to the engine's working parts. This situation can cause premature wear of moving parts due to initial lack of oil. Mechanical designs employ an element made of bulk material (such as cotton waste) or pleated Filter paper to entrap and sequester suspended contaminants. As material builds up on (or in) the filtration medium, oil flow is progressively restricted. This requires periodic replacement of

9717-430: The filter element (or the entire filter, if the element is not separately replaceable). Early engine oil filters were of cartridge (or replaceable element ) construction, in which a permanent housing contains a replaceable filter element or cartridge. The housing is mounted either directly on the engine or remotely with supply and return pipes connecting it to the engine. In the mid-1950s, the spin-on oil filter design

9840-479: The filter is clogged or the oil is thickened by cold weather. The overpressure relief valve is frequently incorporated into the oil filter. Filters mounted such that oil tends to drain from them usually incorporate an anti-drainback valve to hold oil in the filter after the engine (or other lubrication system) is shut down. This is done to avoid a delay in oil pressure buildup once the system is restarted; without an anti-drainback valve, pressurized oil would have to fill

9963-483: The first company to introduce paying at the pump at its gas stations, the first company to produce jet aviation fuel, as well as the first company to introduce a mobile payment device, today known as Speedpass . In 1998, Mobil announced it was merging with Exxon to form ExxonMobil, reuniting the two largest descendants of Standard Oil. The technicalities of the merger, which was completed on November 30, 1999, showed that Exxon bought Mobil, and Mobil shareholders received

10086-646: The first company to operate 100 self-service stations. As well as its downstream interests, Mobil was active in the North Sea and operated an oil refinery in Coryton (opened in 1953), on the Thames estuary . In 1996, Mobil's fuels operations in Europe were placed into a joint venture 70% owned by BP , and the Mobil brand disappeared from service stations. Mobil continued to sell lubricants through BP and independent service stations. Following Mobil's merger with Exxon, at

10209-426: 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

10332-504: The following year). BG Fuels stated that it would open further Mobil stations beyond the Loblaw properties. BG Fuels later merged with Greenergy, and adopted the new brand Waypoint for convenience stores associated with its fuel properties. In Egypt, ExxonMobil's operations started in 1902, it is known for providing lubricants and fuels as well as convenience products. It offers more than 350 service stations, more than 40 Mobil 1 centers and

10455-628: The former in 2019, separately. In Esso stations in Hong Kong and Singapore, the Mobil brand is used on fuel tanks, along with Esso. Mobil 1 , the successor to the Mobiloil brand, is a brand name of Exxon/ESSO Mobil. It was introduced in 1974 as a Multi-grade 5W20 viscosity synthetic motor oil . The brand now includes multi-grade motor oils , oil filters , synthetic grease , transmission fluids , and gear lubricants . The Esso and Exxon motor oil brands have largely been discontinued. Mobil Delvac

10578-642: 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

10701-405: The generally low quality of oil available, very frequent oil changes were required. The Purolator oil filter was the first oil filter for the automobile; it revolutionized the filtration industry, and is still in production today. The Purolator was a bypass filter, whereby most of the oil was pumped from the oil sump directly to the engine's working parts, while a smaller proportion of the oil

10824-436: 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

10947-454: The late 19th century. By the 1930s its Mobiloil had become one of the main brands. Mobil gradually expanded its operation into fuels retailing as well, and opened its first UK service stations in the early 1950s, after the wartime POOL monopoly was disbanded. Mobil grew to become the seventh largest brand of petrol in Britain, supplying 1,990 outlets in 1965, and claimed in the mid-1960s to be

11070-430: 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

11193-419: 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

11316-473: 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

11439-429: The market. When New Zealanders began taking to the motorcar in the early twentieth century, Vacuum Oil expanded into the oil refining business. Its marketing network and transportation fleet grew as it extended its range of operation. The company continued to meet New Zealand's fuel needs throughout World War One, holding roughly 85 percent of the market. After the war, Vacuum Oil began facing very strong competition, with

11562-540: 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

11685-555: The merger, it was announced that both the Esso and Mobil brands would be phased out by 2020, and replaced by the Eneos EneJet banner. In April 2017, Loblaw Companies sold its network of 213 gas stations (all of which are attached to its various grocery store locations with the exception of its McKercher Drive and Edinburgh Place location off 8th Street East in Saskatoon Saskatchewan which the pumps at that one

11808-425: The metal drain cylinders contained within are far superior and longer lasting than the traditional cardboard/cellulose/paper type that still predominate. These variables affect the efficacy, durability, and cost of the filter. Magnetic filters use a permanent magnet or an electromagnet to capture ferromagnetic particles. An advantage of magnetic filtration is that maintaining the filter simply requires cleaning

11931-418: 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 is often little to differentiate between several types of products in the 21st century, hence branding

12054-400: 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

12177-433: 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

12300-579: 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

12423-564: 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

12546-477: The oil needs to be is important as cost increases rapidly with cleanliness. Having determined the optimum target cleanliness level for a contamination control programme, many engineers are then challenged by the process of optimizing the location of the filter. To ensure effective solid particle ingression balance, the engineer must consider various elements such as whether the filter will be for protection or for contamination control, ease of access for maintenance, and

12669-665: The oil pressure is insufficient to spin the centrifuge, it may instead by driven mechanically or electrically. Note: some spin-off filters are described as centrifugal but they are not true centrifuges; rather, the oil is directed in such a way that there is a centrifugal swirl that helps contaminants stick to the outside of the filter. High efficiency oil filters are a type of bypass filter that are claimed to allow extended oil drain intervals. HE oil filters typically have pore sizes of 3 micrometres , which studies have shown reduce engine wear. Some fleets have been able to increase their drain intervals up to 5-10 times. Deciding how clean

12792-449: The particles from the surface of the magnet. Automatic transmissions in vehicles frequently have a magnet in the fluid pan to sequester magnetic particles and prolong the life of the media-type fluid filter. Some companies are manufacturing magnets that attach to the outside of an oil filter or magnetic drain plugs—first invented and offered for cars and motorcycles in the mid-1930s —to aid in capturing these metallic particles, though there

12915-473: 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

13038-518: 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

13161-685: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Oil filter An oil filter is a filter designed to remove contaminants from engine oil , transmission oil , lubricating oil , or hydraulic oil . Their chief use is in internal-combustion engines for motor vehicles (both on- and off-road ), powered aircraft , railway locomotives, ships and boats, and static engines such as generators and pumps. Other vehicle hydraulic systems, such as those in automatic transmissions and power steering , are often equipped with an oil filter. Gas turbine engines, such as those on jet aircraft, also require

13284-465: The start of 2000 BP acquired all the petrol retailing assets as well as the Coryton refinery (but sold it to Petroplus in 2007). Mobil returned to being purely a lubricant brand in Europe, and became the premium quality oil on sale at Esso service stations. The Vacuum Oil Company began operating in Australia in 1895, introducing its Plume brand of petrol in 1916. The Flying Red Horse ( Pegasus ) logo

13407-484: The support of the first auto sports events in Portugal, as well as being responsible for the edition of first road maps and auto drivers guides in the country. Between 1920 and 1928, Vacuum Oil had an important role in the traffic signage of the roads of Portugal , installing thousands of road signs which included the identification of their sponsor, making the company known throughout the country. Along its history, Mobil

13530-535: The takeover, citing the likelihood of increased fuel prices due to diminished competition. On 27 May 2010, 7-Eleven announced that it had acquired Mobil's Australian network of 295 service stations, with fuel still to be supplied by Mobil. At the same time, it was announced that out of the 295 stations, 7-Eleven had sold 29 South Australian service stations to Peregrine Corporation . Peregrine's acquisition saw Mobil's sites in South Australia rebranded to On

13653-636: The total fuels market in New Zealand, for which most of its products are sourced from the Marsden Point refinery. Mobil Oil New Zealand Limited has more than 150 locations across the country, some of which are franchisee-owned. It also operates six storage locations across the country and maintains a reputation as a dominant petroleum company in New Zealand. Mobil New Zealand has 167 stations as of 2022, including 68 in Auckland. Its stations included 121 company-owned and 46 franchisee-owned outlets. Since

13776-476: 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

13899-409: The use of oil filters. Oil filters are used in many different types of hydraulic machinery . The oil industry itself employs filters for oil production, oil pumping, and oil recycling. Modern engine oil filters tend to be "full-flow" (inline) or "bypass". Early automobile engines did not have oil filters, having only a rudimentary mesh sieve placed at the oil pump intake. Consequently, along with

14022-400: 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

14145-417: 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

14268-435: Was split into 43 different entities in a 1911 Supreme Court decision . Socony merged with Vacuum Oil Company , from which the Mobil name first originated, in 1931 and subsequently renamed itself to "Socony-Vacuum Oil Company". Over time, Mobil became the company's primary identity, which prompted a renaming in 1955 to the "Socony Mobil Oil Company", and then in 1966 to the "Mobil Oil Corporation". Mobil credits itself with being

14391-421: Was acquired by BP and disbanded. 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 was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with

14514-534: Was closed in 2003. Mobil commenced removal of the refinery in July 2009, together with site remediation works. In 1985, Mobil swapped its Western Australian retail market with a large portion of BP's South Australian, Victorian and New South Wales retail market in a major asset swap. In 1990, Mobil acquired the service station and refining network of Esso Australia . This also resulted in Mobil's full ownership of Petroleum Refineries (Australia) Pty Ltd, which also operated

14637-546: Was introduced in 1939, and in 1954, the Plume brand was replaced by Mobilgas. Mobil Australia's corporate office is in Melbourne . In 1946, Mobil began construction of its refinery at Altona , in Melbourne's western suburbs, which originally produced lubricating oils and bitumen , before commencing the production of motor vehicle fuels in 1956. A second refinery at Port Stanvac , south of Adelaide , came on-stream in 1963, but

14760-399: Was introduced: a self-contained housing and element assembly which was to be unscrewed from its mount, discarded, and replaced with a new one. This made filter changes more convenient and potentially less messy, and quickly came to be the dominant type of oil filter installed by the world's automakers. Conversion kits were offered for vehicles originally equipped with cartridge-type filters. In

14883-548: Was pioneer in a number of aspect of the oil business in the country, including the introduction of the first metering pumps, the first network of self-service filling stations and the first motorway service area. The Mobil brand disappeared from the Portuguese service stations in 1996, in the scope of the European joint-venture with BP. In 2000, at the time being the oldest oil company operating in Portugal, Mobil Oil Portuguesa

15006-411: Was sent through the filter via a second flow path, filtering the oil over time. A full-flow system will have a pump which sends pressurised oil through a filter to the engine bearings, after which the oil returns by gravity to the sump . In the case of a dry sump engine, the oil that reaches the sump is evacuated by a second pump to a remote oil tank. The function of the full-flow filter is to protect

15129-435: 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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