, , 1970- . .
, . ( , .) Dial. Dial.
Life Savers. Life Savers.
Kleenex. Kleenex.
, . . .
. . . . . .
.
Miller.
, . , , .
? , -. : "Dial", , . "Dial", , , .
, , "Dial" . , . , Dial .
, , .
Bayer Aspirin . Bayer , Tylenol.
, , , . , Tylenol - Bayer, .
.
Dial .
Bayer - - .
.
. . Penney DieHard , , , .
, DieHard Sears , 48 , (DieHard), .
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JCPenney , , (JCPenney) , . ( .) . . .
JCPenney ? ( DieHard, ).
. JCPenney. , . , , .
. , 'JCPenney".
, . .
, , . , -. .
, ( ) DieHard , a JCPenney - .
, JCPenney ? , , , , .
, , DieHard Sears? , Sears , DieHard .
, , .
.
.
. .
-.
, Coca-Cola ? Coca-Cola , , , .
Coca-Cola , , . Coke. - Coca-Cola.
Bayer. Bayer. ( Sterling Drug.
, . , Bayer , "Bayer".
Coca-Cola , .
, Sears DieHard, . DieHard . , : " Sears"? ( , ) . Tylenol? .
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. - Select. , , . $110 . $25 .
; , , .
Dial, Bayer .
? : , , .
"Coke".
"Bayer"? "Dial".
, . , . Fiberglas, Formica, Jello, Kleenex, Band-Aid, Sanka. , , , , .
. . , .
? "Sanka". ( . .) , "Jello".
, .
, : "Bayer"?. Dial.
, Bayer .
Coke, Kleenex Bayer , , , - . Bayer - .
, Bayer -. Bayer , - ? , , - . Bayer .
, Bayer .
Protein 21? , Protein 21.
1970 . Protein 21. 13% .
. Protein 21 ( , ), Protein 21 ( ) Protein 21. , , Protein 29. .
, Protein 21 13 2%. .
, .
. , ( ) . , Coca-Cola. Coca-Cola Sprite? , . Coca-Cola i . , . . , .
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Scott.
Scott . , , . , Scott , .
ScotToweh, ScotTissue, Scotties, Scotkins, BabyScott.
. , .
, , ScotTissue. 1.
Procter Gamble. ScotTissue Char-min. Scott .
Scott ( ). , : Charmin, Kleenex, Bounty Pampers, , .
Scott, .
. , , : Scotties ScotTissue? Scott . .
. Viva . Cottonelle.
. Protein 2U , .
Life Savers Life Savers . , .
, , . The New York Times - : , , .
Life Savers: , "Life Savers" . , , .
. Life Savers, : , , ? .
: ? : Life Savers.
? Life Savers . 1978 . - .
: , ?.
, , , , .
, Life Savers, Inc. - . Charmin 30% Northern 14% Scott 12% AngelSoft 11% Cottonelle 10% . - Scott . , . , , . , , . .
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, .
Bubble Yum. .
( , , .) Bubble Yum . Life Savers. Bubble Yum , , , .
Eveready*.
, , , .
, Eveready. , , . , , () .
P. R. Mallory Duracell .
, The New York Times 7 1984 .
"Miller High Life"?, . "Miller Lite". . Coors Lite Coors. Bud Light Budweiser. .
Union Carbide . .
. Duracell , Eveready. Union Carbide, , , Duracell. .
Duracell : Duracell, . , Duracell.
. , . .
, , .
. .
100 , 100- ? Benson Hedges, ? 100 .
"Benson Hedges", , . Benson Hedges , , 100- .
, , Union Carbide , . "Eveready", . Energizer. ( - , Duracell .) Duracell Eveready Energizer , . ( $100 ., , Duracell).
, , . 100- Pall Mall Gold, Pall Mall, , .
Benson Hedges .
, , , Pall Mall Gold - ? . , .
Pall Mall Menthol, Pall Mall Extra Mild Pall Mall Light 100.
, Pall Mall .
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, , Pall Mall Menthol. , , . , " "Salem", , "".
Pall Mall Menthol. 7% Kool.
1964 . Pall Mall .
1965 . Pall Mall . . . 14,4% 1964 . 7% 1980 .
"Benson Hedges'' 100 , . . Pall Mall Benson Hedges 100- .
. , Kool ? . Kool . Kool . Bayer .
Kool, . 100 ( ). 175 . ( , , .) , , Marlboro Winston, : , 100- . , , , Pall Mall? . .
Marlboro, , .
.
( , .) Philip Morris . , , . Camel? ? Winston? . Marlboro? , .
Marlboro Lights Marlboro ? , . Philip Morris , , , Marlboro Menthol, Marlboro Medium Marlboro Mild ? , , , , , . , , ? ? .
, , : : .
.
Fleischmann's.
Mazola.
, .
Mazola . ? Mazola. Mazola. , .
1 Fleischmann's.
, . , Fleischmann? , , .
, Fleischmann's .
. ( , General Motors?) Taster's Choice. ? Maxim. ? General Foods Maxwell House. , . General Foods .
.
? General Foods . Maxim, MaxwellHouse, , . (Maxim, Maxwell ? -.) Maxim , .
Nestle Taster's Choice. , . Nestle , Maxim .
Taster's Choice Nestle . , , . ? , .
Taster's Choice .
, General Foods , Taster's Choice Maxim .
. Jergens, 1, .
, ] , Jergens Extra Dry ( , ; ). .
, .
Cheselbrough-Pond's Intensive . - , . .
, Jergens , Direct Aid.
: , . iee Intensive . 1, Jergens, Jergens Extra Dry Direct Aid .
Vaseline Intensive Care? , Intensive Care, Vaseline. Vaseline ; Intensive Care .
, Unilever Maxim .
Nescafe Gold ( I Nescafe). Taster's Choice, , . | .
, , Diet'Pepsi Tab.
, , , Pepsi. , , Pepsi, Diet .
, Diet,Pepsi . , , , . , .
Tab. Pepsi . .
Diet Pepsi Pepsi. Tab .
, Coca-Cola - Tab? . . Tab . Coca-Cola , , .
? . Pepsi-Cola? . Pepsi Light. .
, , .
Tab , Diet Pepsi ( ), Pepsi-Cola , Crystal Pepsi, Wild Cherry Pepsi, Pepsi Max Pepsi XL ( PepsiLight, Pepsi AM Pepsi One). - .
Pepsi One. .
Jergens Extra Dry Intensiwe Care.
Intensive Care .
.
, , , , .
Benson Hedges, Taster's Choice Intensive Care.
, , , - . . Johnson Johnson. , .
. , , . .
Johnson Johnson Johnson's, , .
Blue Nun, , , .
? . Johnson's , . A Blue Nun , , , .
, .
Arm Hummer, . . , Arm Hummer, ? . , , .
Johnson's Baby Shampoo . , . . , . , .
Arm Hummer : , . . . , , ? Mentadent, , , Arm Hummer. .
Harvard Business Review , .