Without big trucks, Nissan still lacks credibility as a full-line, top-tier U.S. brand--even Connelly admits as much.

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Before 1999, Samsung was a second-tier brand name.

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In addition, a degree from a top-tier education brand still carries enormous weight, at least subconsciously.

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The menswear maker, which produces garments for Tommy Hilfiger and Polo, expanded its profit by 56% in 2012 by improving its own high-end Black Label brand, which appeals to the growing ranks of middle-class men in second-tier cities.

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While Coke may be able to differentiate Dasani because it adds minerals to improve the taste, Dixon questions its recently adopted three-tier water strategy, which puts Evian as the premier brand, Dasani at the mid-level, and Dannon at the bottom.

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According to Luc Bardin, group chief sales and marketing officer of top-tier sponsor BP, the biggest benefit is the association with such a powerful brand.

CNN: Chasing the gold dust of 'Brand Olympics'

While 60 million households is respectable distribution for a second-tier cable network, Current has long suffered from poor channel placement, low visibility and a diffuse brand identity.

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