Executive Summary (This is a document excerpt)

The oral care industry features some of the most recognized brand names in the US, like Aquafresh, Colgate, Crest, and Oral-B. But how good is the brand experience offered by major oral care brands' Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Both Aquafresh and Crest passed our Brand Image tests, but only Colgate passed our Brand Action tests. Some of the common problems we ran into were illegible fonts, confusing category names, and interactive elements that weren't easily recognizable.

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