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version of the product or service is automatically compared to the pioneer, and many times the latecomer is viewed as outdated or unnecessary.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.
Background / Challenge. In the highly competitive industrial equipment industry; American brands such as Caterpillar, Hyster, Crown and Yale have long been the industry leaders. Toyota had entered the market but continued to trail these established brands in market share. Strategic Insights. BrandingBusiness worked with the recently formed Toyota Material Handling, U.S.A. on a branding strategy building upon its strengths of productivity, safety and efficiency.