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Editor's note: As a special bonus to readers, we will be running an updated version of Jim Cramer's "Twenty-Five Rules of Investing," from his latest book, Real Money: Sane Investing in an Insane World.. Here's Rule 8.

In cars, we buy best of breed. Not even an issue. We pay up for the brand because we know that a brand, a good brand, signifies reliability. It signifies a higher level of service, a quality of ownership that can pay dividends for years.

Why don't so many of us feel that way in the stock market? Why are so many drawn to a



or a


(KR) - Get Kroger Company (The) Report

, inferior supermarket chains, when

Whole Foods Market


is clearly the best of breed?

Why did so many people lose money in so many different audio component stores, when

Best Buy

(BBY) - Get Best Buy Co. Inc. Report

is the only company that delivers sustainable profits in that retail sector?

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Why would people want to own

General Motors

(GM) - Get General Motors Company Report



(F) - Get Ford Motor Company Report

, just because those stocks are down a lot, when they could own best-of-breed


(TM) - Get Toyota Motor Corporation Report

, which is taking share and making big profits? I know they are drawn by the low dollar amount of the American carmakers, but Toyota is the cheapest


the best, a rare find.

The list goes on and on. Way too many of you are unwilling to pay up for best of breed because you think that you are getting short-changed. There are very few bargains out there in the world of secondary and tertiary players. I believe that when it comes to price-to-earnings multiple, investing in the more expensive stock is invariably

worth it

because you get piece of mind.

That's why I say:

Own the best of breed; it's worth it.





Rite Aid

(RAD) - Get Rite Aid Corporation Report

. Sure, Rite Aid seems perpetually in turnaround mode and you have to love the cheaper stock. Don't you? Not me; I have to tell you that I think Walgreen is the bargain of those two, because I never mind paying a higher price for the better company.

Forget about it. Buy best of breed. Pay up. You almost never will find yourself regretting it.

At the time of publication, Cramer had no positions in stocks mentioned.

Jim Cramer is a director and co-founder of He contributes daily market commentary for's sites and serves as an adviser to the company's CEO. Outside contributing columnists for and, including Cramer, may, from time to time, write about stocks in which they have a position. In such cases, appropriate disclosure is made. To see his personal portfolio and find out what trades Cramer will make before he makes them, sign up for

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