Colgate vs. Crest is one of the most famous battles in the marketing industry. While Colgate enjoyed global leadership with sales in over 170 countries and over $2 billion, the United States was their fiercest battleground and the one over which Procter and Gamble's Crest dominated for thirty years as the America's favorite toothpaste. All this ended with the launch of Colgate Total in 1998, Colgate took the lead in the United States. To compete, Procter and Gamble began expanding the family brand to other oral health products, which included whiteners, toothbrushes, mouthwashes and dental floss. Finally in 2007 Crest once again regained its first position in the rankings. (adbrands.net, 2013) We will begin to delve into the brand value of both companies, the elements of their points of difference, what their past and current brand positioning is, what is included in their brand portfolio, future goals, any segmentation and the marketing mix that constitutes each company's current marketing strategy. Procter and Gamble's, Crest hereinafter, represented as Crest, has since 1955 built its brand equity as a product that is consistently committed to improving oral health. Crest, as it states on its website, is considered one of the most trusted home brands and is accepted and validated by the American Dental Association, ADA. Crest says their dream is to lead the way in the passionate pursuit of perfect oral health so everyone can have a healthy, beautiful smile for life. (Crest Corporate, n.d.)Crest began in the early 1940s when Procter & Gamble (P&G) began research to find ingredients to add to toothpaste to combat tooth decay. Dental disease has been one of the most prevalent causes in the paper population to truly distinguish the true differences between the two brands. Colgate currently holds the lead in toothpaste while Crest holds the lead in teeth whitening and oral care products.Referencesadbrands.net. (2013, November). Retrieved from http://www.adbrands.net/us/crest_us.htmAlexandra DeFonce, M.P. (2013). Strategic Marketing Plan - 2013. Retrieved from http://eportfolios.ithaca.edu/gpresor1/docs/essays/mktgplan.pdfColgate Corporate. (n.d.). Retrieved from http://www.colgate.com/app/Colgate/US/Corp/History/1901.cvspCrest Corporate. (n.d.). Retrieved from http://www.crest.com/: http://www.crest.com/about-crest/crest-heritage.aspxKantar, United Kingdom Brandz. (n.d.). Retrieved from http://www.uk.kantar.com/business/brands/brandz/Kramer, L. (2007, January 17). New York Times. Retrieved from http://www.nytimes.com/2007/01/17/business/media/17adco.html?fta=y&_r=0