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Aggressive ‘Brand Stewardship’ Behind Success Of Largest U.S. Companies

May 17, 2011: 12:52 AM EST
An analysis of U.S. consumer goods companies find that brand stewardship and brand portfolio strategy lie behind their enduring success, underscoring the multi-billion dollar valuations given to brands. Brand diversification is seen as a core success strategy along with the ability of companies to leverage brand strength in distribution and other fields. The list of companies studied includes  Procter & Gamble, which controls 48 ‘major brands’ including Gillette, Tide, and Pampers; Johnson & Johnson, with 35 major brands, including Band-Aid and Tylenol; PepsiCo, which owns 34, including Pepsi and Frito-Lay, and Mars, which owns 26, including M&M's, Snickers, and Orbit.
Douglas A. McIntyre, Charles B. Stockdale, Michael B. Sauter, "The American Companies With The Most Valuable Brands", 24/7 Wall Street, May 17, 2011, © 24/7 Wall St.
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