Welcome to the ninth edition of America’s Greatest Brands.The year 2011 provided a bumpy ride filled with turbulent economic uncertainty, yet the brands featured in this book landed safely and are thriving. In this volume we learn about their creation and development, their activity and insights, and the values that inform their operations. These brands were chosen for their strength, name recognition, comfort, and dependable excellence. If you are interested in the modern marketplace, you need to understand how brands become trusted household words. Especially when the economic climate is uncertain, the need for positive association is imperative. A great brand becomes an icon, part of a relationship we reach for, a familiar friend. Some of these brands are the ones we grew up with, expanding and enhancing their contacts with us over time. These precious brands we share from one generation to the next. They have withstood the movement of time, the hardships of our history as a nation, and global economic fragility. They are pillars of strength and endurance that — through perseverance and creativity — continue to capture consumers’ confidence.