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Colgate Toothpaste Named Most Competitive Brand

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.

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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