Innovation Brands. Adidas: the performance brand ; Sony: the pioneer brand ; Hoover: the synonymous brand ; Xerox: the research brand ; American Express: the integrity brand ; L'Oréal: the individuality brand ; Mercedes-Benz: the prestige brand ; Nescafé: the instant brand ; Toyota: the big-picture brand
Pioneer Brands. Heinz: the trust brand ; Colgate: the total brand ; Ford: the volume brand ; Gillette: the shaving brand ; Wrigley: the new thinking brand
Distraction Brands. MTV: the youth brand ; Harry Potter: the story brand ; Disney: the nostalgic brand
Streamlined Brands. Cosmopolitan: the revolutionary brand ; Nokia: the streamlined brand ; Toys 'R' Us: the contraction brand ; Subway: the focus brand
Muscle Brands. IBM: the solution brand ; Wal-mart: the scale brand ; McDonald's: the service brand ; Nike: the sports brand ; Starbucks: the postmodern brand ; Microsoft: the dominance brand
Distinction Brands. Pepsi: the differentiation brand ; Hush Puppies: the casual brand ; Timex: the durability brand ; Evian: the purity brand ; Duracell: the longer-lasting brand ; Danone: the health brand ; Heineken: the export brand
Status Brands. Rolex: the superior brand ; Courvoisier: the mystery brand ; Louis Vuitton: the desirable brand ; Moët & Chandon: the vintage brand ; Burberry: the heritage brand ; BMW: the defining brand ; Gucci: the exclusive brand ; Tiffany & Co: the sparkling brand
People Brands. Oprah Winfrey: the saviour brand ; Jennifer Lopez: the superstar brand ; David Beckham: the icon brand
Responsibility Brands. Johnson & Johnson: the crisis management brand ; Ben & Jerry's: the caring brand ; Seeds of Change: the goodness brand ; Cafédirect: the fair-trade brand ; MAC: the cause brand ; Hewlett-Packard: the employee's brand
Broad Brands. Yamaha: the ignored brand ; Caterpillar: the rugged brand ; Virgin: the elastic brand
Emotion Brands. Apple: the cult brand ; Harley-Davidson: the masculine brand ; Zippo: the longevity brand ; Jack Daniel's: the personality brand ; Chrysler: the romance brand ; Guinness: the timeless brand
Design Brands. IKEA: the democratic brand ; Audi: the advancement brand ; Bang & Olufsen: the improvement brand ; Muji: the minimal brand ; Vespa: the beautiful brand ; Converse: the heritage brand ; Volkswagen: the longevity brand
Consistent Brands. Coco-Cola: the ultimate brand ; Nivea: the continuity brand ; Hard Rock Café: the memorabilia brand ; Clarins: the expertise brand ; Campbell's soup: the uniformity brand ; Budweiser: the targeted brand
Advertiser Brands. Kraft: the household brand ; Absolut Vodka: the advertising brand ; Benetton: the colour brand ; Calvin Klein: the sex brand ; The Gap: the easy brand ; Diesel: the ironic brand
Distribution Brands. Avon: the resilient brand ; Hertz: the credibility brand ; Domino's Pizza: the home-delivery brand ; Dell: the direct sales brand ; Amazon: the e-shopping brand
Speed Brands. Reuters: the objective brand ; FedEx: the 'first' brand ; Zara: the speed-to-market brand ; Google: the search brand ; CNN: the information brand ; Hotmail: the viral brand ; Facebook: the social media brand ; Cisco: the make everyone faster brand ; BlackBerry: the brand with the fastest growing value
Evolution Brands. Bacardi: the Caribbean brand ; HSBC: the acquisition brand ; Intel: the educating brand ; Samsung: the rising brand
The BRIC Brands. Bank of China (BOC): the marathon brand ; Petrobras, Brazil: the political escapee brand ; Tata Nano, India: the People's brand
