Pioneer brands 31
11 Heinz: the trust brand 33
12 Kellogg’s: the familiarity brand 35
13 Colgate: the total brand 37
14 Ford: the volume brand 39
15 Goodyear: the leadership brand 41
16 Gillette: the shaving brand 43
17 Kleenex: the disposable brand 45
18 Wrigley: the new thinking brand 47
3. Distraction brands 51
19 MTV: the youth brand 53
20 Harry Potter: the story brand 55
21 Barbie: the escapist brand 59
22 Disney: the nostalgic brand
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