Esso

Esso is an international trade name used by ExxonMobil and its related companies.

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In the United States the name is now almost unknown, but was once the subject of much litigation between the Standard Oil companies. Standard Oil was broken up into seven regional companies, each with the rights to the brand "Standard" in certain states. Standard Oil of New Jersey had the rights to that state, plus Maryland, West Virginia, Virginia, North Carolina, South Carolina, and the District of Columbia. By 1941 it has also acquired the rights in Pennsylvania, Delaware, Arkansas, Tennessee, and Louisiana. In those states it marketed its products under the brand "Esso", standing for the letters "S" and "O" for Standard Oil. It also used the brand in New York and the six New England states, where the Standard Oil Company of New York had the rights, but did not object to the New Jersey company's use of the trademark. However in the other states, the other Standard Oil companies objected and forced it to use other brand names. In most states the company used the trademark "Enco," and in a few "Humble." The other Standard companies likewise were "Standard" or some variant on that in their home states, and another brand name in other states.

Related Topics:
United States - Standard Oil - New Jersey - Maryland - West Virginia - Virginia - North Carolina - South Carolina - District of Columbia - 1941 - Pennsylvania - Delaware - Arkansas - Tennessee - Louisiana - New York - New England

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This situation was confusing to travelers. In 1974 Standard Oil of New Jersey renamed itself as the Exxon Corporation, and adoped that trademark throughout the country. It however maintains the rights to "Standard" and "Esso" in the states where it holds those rights, by a token effort, branding one station in each state under those names, thus preventing the trademark from being declared abandoned. The other Standards do the same in their states.

Related Topics:
1974 - Exxon

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In Canada, this brand is used on stations operated by Imperial Oil, Imperial Oil is 69.8% owned by ExxonMobil.

Related Topics:
Canada - Imperial Oil

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In most of the other countries of the world, it, along with Mobil, is the primary brand name of the ExxonMobil Corporation and the Exxon brandname is unknown.

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See also: Stop E$$o campaign

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