Colgate Toothpaste Named Most Competitive Brand
Drug Store News, Friday, May 29, 2009 10 AM
Colgate toothpaste took the top spot in wRatings' 2009 "Most Competitive Retail & Consumer Goods" study, followed by Mountain Dew/Diet Mountain Dew, Budweiser/Bud Light, Vaseline and Kellogg cereals.
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To arrive at the rankings, wRatings every quarter asks consumers how well companies meet their expectations. The consumer ratings are categorized by nine competitive moats, or barriers to entry, that companies create to protect against rivals taking their customers and, ultimately, their profits. Each W Score blends a company's historical economic profit with its competitive moat scores.
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