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Name: Pedigree, the third largest dog food brand owned by Mars, is widely associated with heart-warming commercials featuring dogs and puppies. The name “Pedigree” actually comes from the Old French phrase “pie du grue” meaning “crane’s foot,” which alludes to the spreading lines used in genealogical charts. Today, we directly associate the word “pedigree” with ancestral lineage.

Career Highlights: Although Pedigree spent $32 million dollars on advertising in 2007, the company has never before advertised during the Super Bowl…until now. This year, Pedigree will join the other highly publicized marketers such as PepsiCo and Anheuser-Bush with a 30 second spot and will be the first dog food company to do so during the much anticipated event.
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Boss, Mr. Potato Head and Tires?

I have to admit that I’m the type of person that enjoys the SuperBowl for 1) spending time with friends/family 2) tasty treats 3) and yes, of course, the SuperBowl commercials. One of my favorite ones from last year was the Bridgestone Tire commercials. If you don’t recall that one off the top of your head featuring an adorable little squirrel, please click here to see it.
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Company: Anheuser-Busch (Budweiser)

Name: In 1876, Carl Conrad and Adolphus Busch decided to call their new bohemian-style beer Budweiser, which is German for “from Budweis,” a city with a tradition of brewing beer since 1265. Although the US trademark was acquired in 1878, the name proved difficult to protect, as several ‘budweiser’ style beers existed at the time. By 1894, trademark suits were already roiling the courts. Globally, the existence of a Czech Budweiser prevented the name from becoming an international brand. Even today, the name Budweiser can only be used in 16 of 35 European countries. In others, it has to be marketed as Bud or Anheuser-Busch Bud.

Career Highlights: Probably the most iconic of all the Super Bowl brands, Budweiser and Bud Light consistently have some of the funniest and most liked spots. Memorable Super Bowl campaigns include The Bud Bowl in 1989, the Budweiser Frogs in 1995, and last year’s rocky-inspired Dalmatian and Clydesdale ad, which took top honors in most polls.
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Brand:
• E*Trade is so easy to use a baby can do it.
• E*Trade also translates its ease by selectively choosing a few words to define the brand. These words include: Global Leader, Value, Ease, Innovation, Security, and Service.

Career History:
• 1982—William A. Porter and Bernard Newcomb start Trade*Plus, the first company to allow people to buy stock over the internet while the stock exchange was open. These on-line trades were called “e-trades”, a term that eventually comes to define the company.
• 1991—Trade*Plus becomes E*Trade Group
• 1994—E*Trade Group is the fastest-growing company in the U.S grossing 11 million dollars in revenue.
• 2003—E*Trade Group becomes E*Trade Financial Cooperation.
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