Company: The Procter & Gamble Company
Brand Value: $15,921 Million
Category: Personal care
Year formed: 1901
Gillette is one of the United States’ best known safety-razor brands. Owned by P&G, the brand has long positioned itself as providing products that give men the confidence to be their best. Gillette marketing strives to make its customers feel sophisticated, successful, and accomplished. For example, it often advertises with prominent sports figures commensurate with its image, including Tiger Woods, Roger Federer, and Derek Jeter. As a premium brand aimed at a reasonably affluent clientele, Gillette’s sales have stalled as disruptive upstarts like Dollar Shave Club have taken market share. And while a major United States brand, Gillette is also popular in overseas markets, which account for 60% of its sales.