BATTLE OF THE BRANDS

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Cadillac vs Lincoln: "General Motors [Corp.] is going to pull out all the stops to make sure that Cadillac is a viable player in the luxury segment. Right now they're big cars designed for Midwestern, middle-aged Americans and that's going to change. They are going to become much more vanguard in their styling and become aimed at an international customer." -- John McElroy, host, Nightly Automotive Report

Crest vs Colgate: "Colgate share will have its zenith in the next three years [and] Procter & Gamble [Co.] will reestablish leadership. Durk Jager [P&G CEO] has taken P&G brands from distant seconds to leadership. This is such a core category for P&G in more than just sales and unit volumes that P&G will no longer tolerate Colgate developing new alliances." -- Burt Flickinger III, managing director, Reach Marketing

Lipitor vs Zocor vs Pravachol: "There is not a lot of growth left in Pravachol, but there is still a fair amount of growth left in Zocor. [However,] Lipitor has really slowed down all the other products -- it is clearly the fastest growing of the three. Their drug [Lipitor] is viewed as being the most potent at reducing cholesterol levels and dose for dose it gives you the biggest benefit." -- Jeff Chaffkin, pharmaceutical analyst, PaineWebber

McDonald's vs Burger King: "McDonald's gets the nod because it understands globalization better. The Burger King offer is the same everywhere. But if you're at McDonald's in Norway, for example, the featured sandwich is not the Big Mac but the McLox. The experience is always the same [at a McDonald's], but it is one of the best examples of global recognition." -- Ira Matathia, CEO, Brands Future Group

Southwest Airlines vs United Airlines vs American Airlines: "I would have to say Southwest because this is a commodity business, and the low-cost producer wins over time and Southwest is by far a low-cost producer. Though it has a low frills reputation, it has a reputation of trust." -- Glenn Engel, analyst, Goldman, Sachs & Co.

Wal-Mart Stores vs Sears, Roebuck & Co.: "When you think of Wal-Mart you think of low price, and that is their brand image. I don't know if consumers can enunciate the brand image of Sears. Sears conjures up the image of a department store that is attempting to change its image, moving a little more toward upscale, but we know that hasn't really been successful." -- Bob Obernesser, partner, McMillan/Doolittle

Coca-Cola vs Pepsi-Cola: "Let's face it, Coke is it. They are No. 1, and their brand and promotions are overwhelming and omnipresent." -- Russ Hopkins, president, Beverage Network

Victoria's Secret vs Sara Lee Corp.'s Wonderbra: "I think they are going to co-exist. Sara Lee is brand marketing from cheesecake to hosiery. Victoria's Secret has made themselves into a brand that is edgy and sexy. Both of these firms understand they are selling and marketing a product that is a fashion item, and on the other hand is a highly technical product from a sports bra to evening gown bra. That's not a horse race I want to put a bet on." -- Emanuel Weintraub, president and CEO, Emanuel Weintraub Associates

Eveready Battery Co.'s Energizer vs Gillette Co.'s Duracell: "[Eveready] Energizer will win hands down because icons always work." -- Ira Matathia, CEO, Brands Future Group referring to the Energizer Bunny.

AT&T Corp. vs Worldcom (post Sprint): "AT&T will be a very powerful player in the consumer and in the business market. AT&T still has about 60% of the long distance market; Worldcom with Sprint will be under 20%. Worldcom will be a major player in long distance and wireless after the Sprint [merger], but there are questions about local, cable and high speed Internet." -- Brian Adamik,

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