11.   In a turnaround story unusual for an established Japanese brand that had fallen on hard times, Yamaha has gone from years of stagnation to a strong profit.

12.   In addition to deeper pockets, they enjoy the advantage of established brands.

13.   In its case, Mattel was looking for companies with established brands that also provided strategic benefits.

14.   It describes Project Kestrel, a plan to introduce a cigarette that would differ greatly in taste and image from established brands.

15.   Jim Williamson, a senior research analyst at the International Data Corp., said that it made sense for established brands to experiment with customized services over the Internet.

16.   Likewise, The Wall Street Journal is an established brand with a built-in readership.

17.   Nabisco scaled back spending on newer products such as the Snackwell lines of low-fat foods as it poured more money into better-selling established brands.

18.   Rather than undertaking the difficult task of changing the images of established brands, the behemoths mimic the offerings of successful, less bureaucratic competitors.

19.   The company has increased advertising spending worldwide, contributing to market share gains for new products and established brands, Mark said.

20.   The established media companies have the benefit of established brands and experienced managers, she said.