1967 Times Rev. Industry Feb. 30/1 The group's list of products..contains not only a remarkably large number of household names..but also many modern brand leaders, such as Robinson's Barley Water, Windolene, Steradent, Harpic and Nulon.

1986 Marketing Week 29 Aug. 6/3 Chocolate countlines which include products such as Kit Kat (brand leader) and Wagon Wheels, represent two thirds of the advertising spend in the entire biscuit market.

1985 Financial Times 1 May 27/1 The importance of flavour technology was demonstrated last week when Coca-Cola said it had changed the secret recipe for its brand-leading drink.

1934 J. Rorty Our Master's Voice xiii. 232 An Old Gold cigarette contains 6576 B.T.U.'s; whereas Brand X contained 6688 B.T. U.'s, Brand Y 6731 B.T.U.'s and Brand Z 6732 B.T.U.'s.

1962 Observer 1 July 8/6 The evidence on which the [Pilkington] Committee bases its sweeping Brand X condemnation of the quality of the popular programmes on independent television is particularly thin.

1978 N.Y. Times 28 May iv. 7/2 Republican prospects of unity contrast with Brand X, which is likely to hold primaries for Comptroller and Attorney-General; even Governor Carey may face a primary contest.

1986 Amer. Banker 5 Nov. 8/4 The consumer really doesn't want Brand X. He doesn't want any old soft drink, or any old automobile, or any old bank.

1966 N.Y. Times 20 June (Business & Financial section) 50/2 The move by Chesterfield..is indicative of another trend in the cigarette business—that of brand extension, rather than the introduction of a completely new cigarette brand.

1986 Fortune 4 Aug. 130 The new products have done so well..partly because they carry familiar brand names—Pampers, Crest, and Tide. Using old names on new wares—known as brand extensions—is a hoary practice in consumer goods marketing.

2005 enRoute June 75/1 Not so long ago, when fashion designers wanted to create a brand extension, they launched a signature fragrance.

1950 Public Opinion Q. 14 550/2 Studies in advertising recall, slogan recognition, and brand awareness are sometimes conducted by mail! Such studies typically produce very encouraging ‘findings’ for the sponsor of the ‘research’.

1981 Christian Sci. Monitor (Nexis) 9 Dec. 18 Advertising seems to serve as a significant informal source of socialization about alcohol, although most advertisements focused more on brand awareness than general information about alcohol.

2003 New Architect Feb. 29/1 Brand-awareness studies generally measure the difference in the percentage of users who properly identified key brand elements after seeing an ad versus those in a control group who weren't exposed to the ad.

1927 Los Angeles Times 1 Mar. i. 15 (advt.) Sun-maid has intrenched itself in a firm, dependable position premised upon stable prices and brand identity.

1961 Times 20 Dec. 15/7 The brand identities of Prestcold and English Electric will be retained and each company will continue to market individually.

2003 Creativity May 34 Chase works across a range of design disciplines including brand identity, package design, motion graphics and environments.

1934 N.Y. Times 7 May 13 (advt.) How many families have no brand choice in your line, and are still to be sold a definite brand loyalty?

1961 Guardian 27 May 6/2 Methods..used to determine brand loyalty among smokers.

1970 A. Toffler Future Shock iv. 64 The rapidity with which consumers' needs shift is reflected in the alacrity with which buyers abandon product and brand loyalty.

2002 New Yorker 13 May 6/3 For of-the-moment products like MP3 players or new beverages, success doesn't require establishing permanent brand loyalty but simply getting people to give the products a try.

1952 N.Y. Times 27 Apr. (Business section) 9 (advt.) Openings exist in the following groups: Brand Management... Men employed for this work are trained to accept the responsibility for the effectiveness of the over-all Advertising and Promotion effort on an important nationally advertised brand.

1977 Statistician 26 273 A pack test was conducted to assess which of two alternative carton designs was preferred by deodorant users... One carton depicted the product with its cap on (and was adjudged the more aesthetic design by brand management).

2003 Sporting News 13 Jan. 7/3 Parker oversees all product development and brand mangagement.

1944 N.Y. Times 6 Mar. 27 Allan M. Craig has been appointed national brand manager of Four Roses Whisky... He will devote his entire time to national merchandising of Four Roses whisky.

2001 Guardian 5 July (Online section) 9/6 Anthony Davies, brand manager for Cadbury's Time Out, points to the added impact from incorporating virals in the marketing mix.

1909 Times 2 Oct. 16/6 The Government had introduced the ‘Rune’ brand for Swedish butter... Only the really best butter would be branded.

1912 Q. Jrnl. Econ. 26 715 The textile manufacturers who are beginning to brand their goods..seek..to increase their sales by building up a demand for their product as against the product of other manufacturers.

1985 Chicago Tribune (Nexis) 3 Jan. 9 b The chicken industry has been successful with branding their products.

1994 Independent on Sunday 20 Nov. (Review Suppl.) 32/3 Most BBC ‘junctions’ (tellyspeak for breaks) show trailers bookended by the ‘1’, ‘2’, wobbly jellies and hatching eggs that brand the channels.