Humble Oil and Refining Co. was founded in 1911 in Humble, Texas. In 1919, a 50% interest in Humble was acquired by Standard Oil of New Jersey which acquired the entire company in September 1959 and merged with its parent to Exxon Company, USA in 1973.
Video Humble Oil
History
The Humble Oil Company was founded by the brothers of Ross S. Sterling and Frank Sterling. They joined their sister, Florence M. Sterling, who became an assistant, and later became the company's secretary and treasurer. The three siblings are often referred to as "Trio." In early 1920, Humble Oil invested in permanent repairs and there was the possibility of opening another oil mill in the near future.
Maps Humble Oil
National expansion, Enco brand recognition
Humble's restructuring allows both companies to sell and market gasoline nationally under the Esso, Enco and Humble brands. The Enco brand was introduced by Humble in the summer of 1960 at stations in Ohio, but was soon driven after Standard Oil of Ohio (Sohio) protested that Enco (Humble abbreviation for "ENergy COmpany") sounded and looked too much like Esso for sharing an oval logo the same as the blue border and the red letter with the two middle letters the only difference. At that time, the Ohio stations would be replaced by the Humble brand (but gasoline, motor oil and lubricants continued to use the name Enco) until the name changed to Exxon in 1972. Humble Oil also has a service station/gas station branded " CARTER "in Colorado. They were transformed into ENCO in the early 60s. Although the Enco brand was discontinued in Ohio, it was launched in other non-Esso countries, including service stations in Central USA operated by Jersey Pate Oil affiliates and in Pacific Northwest by Carter Oil affiliates. The Humble brand was used in Texas stations for decades because the operation was under the direction of Jersey Standard affiliates, Humble Oil, and by the mid-1950s Humble expanded to other Southwest countries including New Mexico, Arizona, and Oklahoma. In the spring of 1961, the Humble stations in Oklahoma, New Mexico, and Arizona were re-branded as Enco, and the Enco brand appeared on gasoline and lubricant products at Humble station in Texas that same year, even though service stations in the Lone Star State were not changed became Enco in 1962. During that time, Humble will also expand the Enco brand into newly-entered marketing areas for the first time, including the West Coast.
In 1963, Humble was approached by Tidewater Oil Company, a major petrol marketer along the east and west coasts, to buy Tidewater's purification and marketing operations on the west coast, a move that would give Humble a large number of existing stations and refineries. in California, which was the fastest-growing gasoline market. However, the US Department of Justice objected to the Humble plan and the West Coast Tidewater operation was sold to Phillips Petroleum in 1966. Meanwhile, Humble gradually built new and branded service stations in California and other western countries under the Enco brand and purchased a large number station of the Signal Oil Company in 1967, followed by the opening of a new refinery in Benicia, California, in 1969.
In 1966, the Justice Department ordered Humble to "stop and stop" using the Esso brand at stations in several southeastern states following protests from Standard Oil of Kentucky (a subsidiary of Standard Oil of California at the time and in the process of rebranding the Kyso station as Chevron). In 1967, the stations in each state were renamed Enco.
Humble brand stop, Enco that supports Exxon
Despite the success of the "Put A Tiger In Your Tank" advertising campaign introduced by Humble in 1959 to promote Enco/Esso Extra gasoline, a similar oval logo type, Happy Motoring! tagline is used in advertisements that also appear above the service bay at each station, the use of humble names in all Esso/Enco ads and the uniformity in the design and products of the national Humble station, the company still has difficulty promoting itself as a national petrol marketer competing with really national like Texaco - then marketers are 50 countries and the only company that sells products with one brand name in every state. The humble official was realized by the late 1960s when it had arrived to swallow his pride by developing a brand name that could be used nationwide across the United States. Initially, consideration was given only to change the brand of all stations as "Enco", but it was kept when it was known that "Enco" is the Japanese abbreviation of "engine failure". ( ?????? , enjinkosh? )
To create an integrated brand, the company recruited all US service stations, along with petrol and other petroleum products, from Esso and Enco (Humble in Ohio) to Exxon nationally during the summer and fall of 1972 after successful test marketing of the Brand and the Exxon logo at the end 1971 and early 1972 at the Enco/Esso branded station in certain US cities. The name change, one of the most expensive in the history of the US oil industry, involves not only advertising and identifying road signs at service stations, but also gas stations, product packaging, tankers, transportation and delivery trucks, hundreds of smaller signs in over 25,000 service stations, and millions of credit cards sent to account holders to replace previous Esso/Enco cards.
The change in the name of the company from Standard Oil of New Jersey to Exxon Corporation came into force on 1 January 1973, together with the renaming of the domestic refining/marketing division of Humble Oil and Refining Co. to Exxon USA, and Esso Chemicals and Enjay Chemicals merger to Exxon Chemicals.
References
Further reading
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Larson, Henrietta M.; Porter, Kenneth Wiggins (1959). History of Humble Oil and Purification Company. A study in industrial growth . New York: Harper. - Olien, Diana Davids; Olien, Roger M. (2002). Oil in Texas: The Age of Gusher, 1895-1945 . Austin: Univ. from Texas Press. ISBN: 0-292-76056-6.
- Sterling, Ross S.; Kilman, Ed (January 1, 2010). Ross Sterling, Texas: A Memoir by Humble Oil and Refining Company Founder . University of Texas Press. ISBN 978-0-292-77347-9.
External links
Source of the article : Wikipedia
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