INNOVATION BRANDS

1. Innovation brands 5

 1 Adidas: the performance brand 7

 2 Sony: the pioneer brand 11

3 Hoover: the synonymous brand 13

4 Xerox: the research brand 15

5 American Express: the integrity brand 17


6 L’Oréal: the individuality brand 19


7 Durex: the safe brand 23

8 Mercedes-Benz: the prestige brand 25


9 Nescafé: the instant brand 27

10 Toyota: the big-picture brand