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Esso in several test markets throughout the U.S. Following successful results of the Exxon brand in those areas, Humble/Jersey
Standard officials in May 1972 announced that Exxon would become the company's sole gasoline brand in the U.S. later that year – replacing both Esso and Enco at service stations and on gasoline, motor oil and lubricant products nationwide (Esso was retained outside the U.S. where Standard Oil stipulations by the U.S. Justice Department did not apply). Also, the corporate name Standard Oil of New Jersey was changed to Exxon Corporation, the U.S. refining/marketing division, Humble Oil and Refining Co., was renamed Exxon USA, and the Enjay Chemicals division would be renamed Exxon Chemicals.
413:
marketing and refining operations to former Texas-based subsidiary Humble Oil and
Refining Company. In 1961, the Enco brand was introduced at Humble stations in Oklahoma, New Mexico and Arizona – both for the stations and gasoline/oil products, as was the case in California and some other western states where Humble opened stations for the first time. The Enco brand was also rolled out for gasoline/oil products at Humble's Texas stations, which retained Humble as the station brand until that was converted to Enco in 1962. However, one state, Ohio, used "Humble" because
605:, as Humble's strongest markets remained the Esso territory in the eastern U.S. and the former Humble home territory in Texas. Despite these challenges, Humble was the most successful of several U.S. oil companies to expand marketing and refining operations to California and West Coast states as most other "newcomers" entering that region during the 1950s and 1960s such as Gulf Oil, Phillips 66, Amoco, Conoco and others enjoyed less than stellar results, and each would pull out of California and surrounding states during the 1970s.
609:
That was followed by the construction and opening of an oil refinery in 1969. Humble also expanded the Enco brand to
Alabama, Florida, Georgia, Kentucky, and Mississippi after the Supreme Court ruled that Humble's use of the Esso trademark in those states violated Standard Oil of Kentucky's use of the name "Standard Oil". Kentucky Standard was almost completely dependent upon Esso for its products from 1911 until 1961, when it became a part of Standard Oil of California, now
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As early as 1966, Humble realized that it needed a single brand name it could use nationwide but faced a dilemma as Esso could not be used in other
Standard Oil territories and Enco had a Japanese translation as "stalled car." In late 1971, Humble rolled out the Exxon brand name at rebranded Enco and
608:
In 1967, Humble further expanded its
California presence when it purchased a large number of service stations from Signal Oil (a Chevron subsidiary) and converted them to the Enco brand, which joined a large number of stations Humble had already built from scratch or bought from other oil companies.
424:
From 1961 to 1972, Enco advertising and promotional efforts were the same as Esso's in the eastern U.S. including the use of the Humble name in advertisements along with the "Happy
Motoring!" tagline used by Esso for decades, and the "Put A Tiger In Your Tank" ad campaign introduced nationwide in
412:
The Enco brand first appeared on gasoline and motor oil products of Jersey
Standard affiliates, including Carter Oil in the Northwestern U.S., as well as Pate Oil and Oklahoma Oil in the Midwest during the summer and fall of 1960, shortly after the parent company reorganized all its domestic
628:, which unlike Ohio, didn't object to Enco) until 1977, since the Midwest was one of Humble's weaker markets. Exxon sold the last remaining Enco stations to Cheker Oil Co. in 1977 as part of its withdrawal from the Midwest outside
644:
acquired
Speedway. Although Marathon will continue to supply fuel at Speedway locations, as 7-Eleven partners with Exxon at some locations, the deal brought the legacy Enco sites in the Midwest full circle.
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Despite Humble's attempts to tie Enco and Esso brands together as a nationwide gasoline marketer during the 1960s, the company was not wholly successful at competing with truly national brands such as
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Founder Earl
Nunneley's famous quote on the name dispute was, "It cost Humble more money to change all of their stationery letterheads than it would have if they'd simply bought my firm."
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Because Humble Oil was not the first to register "Enco" in all 50 states, it was forced to drop the name in deference to Earl
Nunneley Company (also known as "Enco") of Texas.
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The Enco brand was developed by Humble Oil as an acronymization of Energy Company, taking the EN and CO to make ENCO.
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1964. Logotypes for Enco and Esso were identical ovals with blue outer edge and red lettering with white background.
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which was then the only oil company selling its gasoline under the same brand name in all 50 states, and
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in 1959) in certain parts of the United States from 1960 to 1977. It was used on
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While the Enco brand largely disappeared after 1973, the name survived in the
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463: in this section. Unsourced material may be challenged and removed.
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operated by Humble in states where they were not permitted to use the
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632:, retiring the Enco brand permanently. Cheker was later acquired by
569:. Statements consisting only of original research should be removed.
367:. Statements consisting only of original research should be removed.
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Exxon Corp. v Exxon Insurance Consultants International Ltd
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brand under conditions set by the court-ordered breakup of
1076:
Accusations of ExxonMobil human rights violations in Aceh
254:
in 1973, the brand was eventually discontinued in 1977.
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After Humble Oil and Standard Oil of NJ rebranded as
1118:
People of the State of New York v. Exxon Mobil Corp.
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1381:1977 disestablishments in the United States
301:. Unsourced material may be challenged and
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665:. Moldville Arcade Museum. 18 April 2016.
585:Learn how and when to remove this message
523:Learn how and when to remove this message
383:Learn how and when to remove this message
321:Learn how and when to remove this message
106:Learn how and when to remove this message
1376:1960 establishments in the United States
654:
1100:ExxonMobil climate change controversy
7:
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461:adding citations to reliable sources
299:adding citations to reliable sources
44:adding citations to reliable sources
1106:Kivalina v. ExxonMobil Corporation
14:
1095:Longford, Victoria gas plant fire
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399:An Enco station in Seattle, 1961
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448:needs additional citations for
31:needs additional citations for
663:"ENCO Watchdog, December 1963"
1:
1240:Sable Offshore Energy Project
1049:Trans-Alaska Pipeline System
677:"Marathon Marketing History"
231:(which had been acquired by
1082:Allison v. ExxonMobil Corp.
565:the claims made and adding
363:the claims made and adding
196:; 47 years ago
178:; 64 years ago
1402:
1205:Hebron-Ben Nevis oil field
1195:East-Prinovozemelsky field
1140:2010 Port Arthur oil spill
891:Magnolia Petroleum Company
419:Standard Oil of New Jersey
233:Standard Oil of New Jersey
151:Standard Oil of New Jersey
1371:Automotive fuel retailers
1325:
1220:Kizomba deepwater project
1135:2010 ExxonMobil oil spill
1112:Oil Pollution Act of 1990
1071:Overview of controversies
1019:Exxon Building (New York)
809:
227:name for products of the
123:
1190:Colony Shale Oil Project
1145:2013 Mayflower oil spill
1215:Kearl Oil Sands Project
624:(an area controlled by
223:was a secondary retail
1296:Mobil Showcase Network
1291:ExxonMobil Electrofrac
400:
229:Humble Oil Corporation
1281:History of ExxonMobil
1235:Prudhoe Bay Oil Field
1200:Goose Creek Oil Field
1054:Upper Zakum oil field
1044:Port Stanvac Refinery
1029:Imperial Oil Building
398:
1183:Oil & gas fields
1158:Greenpoint oil spill
999:Baton Rouge Refinery
901:Superior Oil Company
845:ExxonMobil Australia
457:improve this article
415:Standard Oil of Ohio
295:improve this section
40:improve this article
963:John D. Rockefeller
953:Samuel J. Palmisano
911:Standard Vacuum Oil
120:
1317:Universe of Energy
1210:Hibernia oil field
1039:Nanticoke Refinery
906:Vacuum Oil Company
850:ExxonMobil Nigeria
634:Marathon Petroleum
550:possibly contains
401:
348:possibly contains
1366:ExxonMobil brands
1353:
1352:
1230:Pembina oil field
1009:Billings Refinery
968:Walter V. Shipley
948:James R. Houghton
943:William W. George
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1286:Esso Motor Hotel
1265:West Qurna Field
1165:Atlantic Empress
1004:Baytown Refinery
973:Walter C. Teagle
881:Creole Petroleum
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682:. Archived from
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689:on 2011-09-17
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548:This section
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474: –
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468:Find sources:
462:
458:
452:
451:
446:This section
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346:This section
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280:This section
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168:United States
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57: –
56:
52:
51:Find sources:
45:
41:
35:
34:
29:This article
27:
23:
18:
17:
1274:Other topics
1260:Tuapse field
1250:Tengiz Field
1172:
1164:
1151:Exxon Valdez
1150:
1116:
1104:
1087:
1080:
983:Darren Woods
855:Imperial Oil
821:Subsidiaries
798:
691:. Retrieved
684:the original
671:
657:
619:
615:
607:
596:
581:
575:January 2023
572:
549:
519:
513:January 2023
510:
500:
493:
486:
479:
467:
455:Please help
450:verification
447:
423:
411:
408:
405:
402:
379:
373:January 2023
370:
347:
317:
311:January 2023
308:
293:Please help
281:
249:
245:Standard Oil
220:
219:
191:Discontinued
133:Product type
102:
93:
83:
76:
69:
62:
50:
38:Please help
33:verification
30:
1310:Sponsorship
1225:Ormen Lange
958:Lee Raymond
835:Aera Energy
640:. In 2021,
636:subsidiary
96:August 2014
1360:Categories
1245:Sakhalin-I
1128:Oil spills
1034:Mossmorran
992:Facilities
886:Humble Oil
865:XTO Energy
778:On the Run
735:ExxonMobil
693:2016-03-21
649:References
559:improve it
483:newspapers
357:improve it
173:Introduced
155:Humble Oil
141:lubricants
66:newspapers
1153:oil spill
783:Speedpass
563:verifying
361:verifying
282:does not
263:Beginning
247:in 1911.
157:), later
1335:Category
642:7-Eleven
638:Speedway
137:Gasoline
1345:Commons
828:Current
771:Mobil 1
749:Current
622:Midwest
611:Chevron
557:Please
497:scholar
355:Please
303:removed
288:sources
258:History
199: (
181: (
165:Country
80:scholar
926:People
896:Petron
874:Former
792:Former
742:Brands
599:Texaco
499:
492:
485:
478:
470:
82:
75:
68:
61:
53:
1056:(28%)
766:Mobil
761:Exxon
687:(PDF)
680:(PDF)
626:Amoco
603:Shell
504:JSTOR
490:books
252:Exxon
225:brand
159:Exxon
153:(via
147:Owner
87:JSTOR
73:books
799:Enco
756:Esso
476:news
286:any
284:cite
241:Esso
221:Enco
213:Esso
201:1977
194:1977
183:1960
176:1960
119:Enco
59:news
1171:SS
1163:SS
561:by
459:by
359:by
297:by
42:by
1362::
613:.
421:.
139:,
727:e
720:t
713:v
696:.
588:)
582:(
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573:(
555:.
526:)
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