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124-488: 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

248-408: A laboratory by extraction with a solvent followed by e.g. gravimetric determination. Some greases are labeled "EP", which indicates " extreme pressure ". Under high pressure or shock loading, normal grease can be compressed to the extent that the greased parts come into physical contact, causing friction and wear. EP greases have increased resistance to film breakdown, form sacrificial coatings on

372-457: A release agent . Solid additives cannot be used in bearings because of tight tolerances. Solid additives will cause increased wear in bearings. Grease from the early Egyptian or Roman eras is thought to have been prepared by combining lime with olive oil . The lime saponifies some of the triglyceride that comprises oil to give a calcium grease. In the middle of the 19th century, soaps were intentionally added as thickeners to oils. Over

496-439: 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

620-469: 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

744-660: A base bath. Fluoroether-based greases are inert to many substances including solvents, acids , bases , and oxidizers . They are, however, expensive, and are not easily cleaned away. Food-grade greases are those greases that may come in contact with food and as such are required to be safe to digest. Food-grade lubricant base oil are generally low sulfur petrochemical, less easily oxidized and emulsified. Another commonly used poly-α olefin base oil as well. The United States Department of Agriculture (USDA) has three food-grade designations: H1, H2 and H3. H1 lubricants are food-grade lubricants used in food-processing environments where there

868-636: 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

992-400: 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

1116-403: 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

1240-463: 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

1364-478: 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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1488-508: 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

1612-412: 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

1736-417: 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

1860-1021: 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

1984-472: 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

2108-462: 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

2232-477: 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

2356-507: 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

2480-644: 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,

2604-614: 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

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2728-574: 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

2852-399: 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

2976-735: 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

3100-599: 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

3224-414: 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

3348-407: 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

3472-627: 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

3596-509: 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

3720-413: 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

3844-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

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3968-403: 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

4092-433: 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

4216-469: 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

4340-465: 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

4464-410: 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

4588-440: 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

4712-417: Is commonly expressed by its NLGI consistency number . The main elements of standard ATSM D4950 and NLGI's consistency classification are reproduced and described in standard SAE J310 “automotive lubricating greases” published by SAE International. Standard ISO 6743-9 “lubricants, industrial oils and related products (class L) — classification — part 9: family X (greases)” , first released in 1987 by

4836-407: Is considered a plastic fluid , and the reduction of shear force with time makes it thixotropic . A few greases are rheotropic , meaning they become more viscous when worked. Grease is often applied using a grease gun , which applies the grease to the part being lubricated under pressure, forcing the solid grease into the spaces in the part. Soaps are the most common emulsifying agent used, and

4960-418: Is mixed with a thickener, typically a soap , to form a solid or semisolid. Greases are usually shear-thinning or pseudo-plastic fluids , which means that the viscosity of the fluid is reduced under shear stress . After sufficient force to shear the grease has been applied, the viscosity drops and approaches that of the base lubricant, such as mineral oil. This sudden drop in shear force means that grease

5084-442: 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

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5208-430: Is one popular material used to create a water-based analog of greases. CMC serves to both thicken the solution and add a lubricating effect, and often silicone-based lubricants are added for additional lubrication. The most familiar example of this type of lubricant, used as a surgical and personal lubricant , is K-Y Jelly . Cork grease is a lubricant used to lubricate cork, for example in musical wind instruments. It

5332-475: 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

5456-406: 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

5580-564: 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

5704-476: Is the possibility of incidental food contact. H2 lubricants are industrial lubricants used on equipment and machine parts in locations with no possibility of contact. H3 lubricants are food-grade lubricants, typically edible oils, used to prevent rust on hooks, trolleys and similar equipment. In some cases, the lubrication and high viscosity of a grease are desired in situations where non-toxic, non-oil based materials are required. Carboxymethyl cellulose , or CMC,

5828-598: The International Organization for Standardization , establishes a detailed classification of greases used for the lubrication of equipment, components of machines, vehicles, etc. It assigns a single multi-part code to each grease based on its operational properties (including temperature range, effects of water, load, etc.) and its NLGI consistency number. Silicone grease is based on a silicone oil , usually thickened with amorphous fumed silica . Fluoropolymers containing C-O-C (ether) with fluorine (F) bonded to

5952-761: 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

6076-474: 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

6200-478: 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

6324-400: 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,

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6448-499: 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

6572-614: 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

6696-510: 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),

6820-406: 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

6944-606: 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

7068-512: 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

7192-735: 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

7316-524: 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

7440-567: 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

7564-805: 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

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7688-555: 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

7812-425: 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

7936-524: 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

8060-663: 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

8184-400: The application of shear, drop to give the effect of an oil-lubricated bearing of approximately the same viscosity as the base oil used in the grease. This change in viscosity is called shear thinning . Grease is sometimes used to describe lubricating materials that are simply soft solids or high viscosity liquids, but these materials do not exhibit the shear-thinning properties characteristic of

8308-476: 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

8432-515: 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

8556-427: 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

8680-401: 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

8804-412: 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,

8928-413: 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

9052-425: 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

9176-400: 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

9300-509: 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,

9424-455: 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

9548-594: 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

9672-484: The carbon. They are more flexible and often used in demanding environments due to their inertness. Fomblin by Solvay Solexis and Krytox by duPont are prominent examples. Apiezon, silicone-based, and fluoroether-based greases are all used commonly in laboratories for lubricating stopcocks and ground glass joints. The grease helps to prevent joints from "freezing", as well as ensuring high vacuum systems are properly sealed. Apiezon or similar hydrocarbon based greases are

9796-535: The centuries, all manner of materials have been employed as greases. For example, black slugs Arion ater were used as axle -grease to lubricate wooden axle-trees or carts in Sweden. Jointly developed by ASTM International , the National Lubricating Grease Institute (NLGI) and SAE International , standard ASTM D4950 “standard classification and specification for automotive service greases”

9920-561: The cheapest, and most suitable for high vacuum applications. However, they dissolve in many organic solvents . This quality makes clean-up with pentane or hexanes trivial, but also easily leads to contamination of reaction mixtures. Silicone-based greases are cheaper than fluoroether-based greases. They are relatively inert and generally do not affect reactions, though reaction mixtures often get contaminated (detected through NMR near δ 0 ). Silicone-based greases are not easily removed with solvent, but they are removed efficiently by soaking in

10044-506: The classical grease. For example, petroleum jellies such as Vaseline are not generally classified as greases. Greases are applied to mechanisms that can be lubricated only infrequently and where a lubricating oil would not stay in position. They also act as sealants to prevent the ingress of water and incompressible materials. Grease-lubricated bearings have greater frictional characteristics because of their high viscosities. A true grease consists of an oil or other fluid lubricant that

10168-501: 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

10292-516: 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

10416-414: 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,

10540-483: 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

10664-632: 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

10788-426: 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

10912-500: 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

11036-618: 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

11160-642: 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

11284-436: 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

11408-449: 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

11532-430: 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

11656-419: 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

11780-473: 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

11904-429: 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

12028-540: 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

12152-539: 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

12276-506: The metal surface to protect if the film does break down, or include solid lubricants such as graphite , molybdenum disulfide or hexagonal boron nitride (hBN) to provide protection even without any grease remaining. Solid additives such as copper or ceramic powder (most often hBN) are added to some greases for static high pressure and/or high temperature applications, or where corrosion could prevent dis-assembly of components later in their service life. These compounds are working as

12400-418: 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

12524-400: 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

12648-400: The most commonly used; sodium and lithium-based greases have higher melting point ( dropping point ) than calcium-based greases but are not resistant to the action of water . Lithium-based grease has a dropping point at 190 to 220 °C (374 to 428 °F). However the maximum usable temperature for lithium-based grease is 120 °C. The amount of grease in a sample can be determined in

12772-433: 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

12896-579: 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

13020-549: 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

13144-473: 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

13268-513: 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

13392-432: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Grease (lubricant) Grease is a solid or semisolid lubricant formed as a dispersion of thickening agents in a liquid lubricant. Grease generally consists of a soap emulsified with mineral or vegetable oil . A common feature of greases is that they possess high initial viscosities , which upon

13516-478: The resulting grease. Calcium sulphonates and polyureas are increasingly common grease thickeners not based on metallic soaps. Powdered solids may also be used as thickeners, especially as absorbent clays like bentonite . Fatty oil-based greases have also been prepared with other thickeners, such as tar , graphite , or mica , which also increase the durability of the grease. Silicone greases are generally thickened with silica . Lithium-based greases are

13640-420: The selection of the type of soap is determined by the application. Soaps include calcium stearate , sodium stearate , lithium stearate , as well as mixtures of these components. Fatty acids derivatives other than stearates are also used, especially lithium 12-hydroxystearate . The nature of the soaps influences the temperature resistance (relating to the viscosity), water resistance, and chemical stability of

13764-460: 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

13888-479: 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

14012-528: 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

14136-624: 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

14260-476: 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

14384-400: 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

14508-417: 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

14632-435: 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

14756-421: 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

14880-530: 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

15004-458: Was first published in 1989 by ASTM International. It categorizes greases suitable for the lubrication of chassis components and wheel bearings of vehicles, based on performance requirements, using codes adopted from the NLGI's “chassis and wheel bearing service classification system” : A given performance category may include greases of different consistencies. The measure of the consistency of grease

15128-537: 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

15252-537: 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

15376-435: 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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