Historical Origins of the Adoption of the EXXON Name and Trademark

Paul H. Giddens

Business History Review, 1973, vol. 47, issue 3, 353-366

Abstract: The adoption in 1972 of a new name by a major American oil company had deep historical roots reaching back to the 1911 Supreme Court decision in the Standard Oil antitrust case and to subsequent marketing conflicts between the Standard companies.

Date: 1973
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