11.   A new joint venture between Coty and Yue-Sai Kan Cosmetics, a leading brand in China, wants to change that.

12.   Celera is owned by Perkin-Elmer, the company that makes the leading brand of DNA sequencing machines.

13.   It is currently the second leading foreign brand in the United States, behind Heineken, and the leading foreign brand in such markets as Canada and Australia.

14.   Market share fell steadily, although Heinz kept its spot as the leading brand.

15.   Now, after a series of big acquisitions, Sara Lee has leading brands in everything from coffee and tea to cosmetics and pantyhose.

16.   Reminder advertising is a typical marketing tactic for a leading brand in a pantry-staple product category.

17.   That trend continues in two campaigns, now being introduced at the same time, for two leading Cognac brands.

18.   Talbot wants to make Salon the leading brand for Web journalism.

19.   The company is already the leading brand in Taiwan, Malaysia and Indonesia.

20.   The moves allow the company to focus on building and marketing its leading brands, the company said.