I've addressed your concern about the name Jehovah in the text of The New World Translation of the Christian Greek Scriptures at christianity.stackexchange.com/a/9405/214.
The Pioneer is most likely the highest profile of any brand in the category and, as a result, it is often recalled first. Also, there is a certain buzz that goes with being a category pioneer. There is excitement and newness to the pioneer brand. The next version of the product or service is automatically compared to the pioneer, and many times the latecomer is viewed as outdated or unnecessary. The pioneer has the opportunity to create a branding strategy that is difficult to attack for the latecomers.
The MicrobanÂ® brand is the global leader in durable Odor Control. Microban brand is a valuable trusted trademark. Microban partners have successfully leveraged the Microban brand to grow their businesses by improving profit margins, gaining or defending market share, improving product mix, and securing new distribution.