ny was able to merge with an original Standard Oil Trust company named Vacuum. This helped their brand because it was able to not only merge with a competitor but lessen the number of companies using the Standard name. They marketed their Mobilgas in Vacuum properties and the brand symbol became the red wing horse.Both companies struggled in distribution. They both had plenty of interests in oil fields outside the U.S. but very few markets there. Jersey and Sucony decided on a fifty- fifty joint venture in about fifty countries. This marked the first time these companies worked together since the days of the Standard Oil Trust. By 1935 though expansion abroad was decreasing with the rise of WWII. The companies were forced to focus on supplying the Allied war effort. Jersey Standard focused on differentiating itself with their new technology of boosting fuel octane. With the ability to test such technologies in the military the Jersey Company was able to grow at a rapid rate. These technologies were introduced to the market at a tremendous success. This increased the revenues at Jersey, which also increased their reputation as being a quality brand. They were selling their gas at a lower cost then any other competitor with their new technologies. Jersey started advertising on TV for the first time. They developed a mascot that was to been seen at every Jersey/Esso station around the world. This mascot was a tiger. People were able to identify the Jersey/Esso name by the tiger for the first time. They achieved brand recognition. Socony achieved technological success too as well. They created new synthetic lubricants. These technologies help them increase their product line. They now had something other competitors didn’t have. Socony focused on their new products to achieve a cost advantage. They had achieved product differences from their competitor while discovering brand identity. Sucony started using their mascot on more adverti...
