Consumer-products concern WD-40 (NASDAQ: WDFC) had something of a rough third quarter. According to the press release, which was issued on Wednesday after the bell, sales were down over 16%. The company made 41 cents per diluted share. This was 8 cents less than the previous year's Q3 performance.

It was, however, 3 cents better than what the analysts were looking for, according to Earnings.com. Gross margin, it should also be noted, improved significantly. Driving this positive element of the story were efficiencies in the supply chain, price increases, and the drop in the price of oil.

My final all-American brand is Colgate-Palmolive (NYSE: CL). The company is well-known for its toothpaste and toothbrushes. But Colgate-Palmolive also owns dozens of strong brand names, including Irish Spring, Speed Stick, Ajax, and many others.

Some investors may think of Colgate-Palmolive as a dull stock. That's fine by me.

The shares are far less volatile than most stocks on Wall Street. Even though the market overall is well below the highs it reached in the third quarter of 2007, shares of Colgate-Palmolive were never punished nearly as hard.

Today is the 4th of July, and the nation is busy celebrating its 233rd birthday.

The past year has been pretty rough for the old Republic, with the economy going through its worst spat in 80 years.

Still, I'm an optimist, and I think we'll come through this stronger than ever. To honor America's birthday, I want to highlight three great all-American brands that deserve a place in your portfolio.

The Clorox Company (NYSE: CLX), a company whose compatriots at the supermarket include Procter & Gamble (NYSE: PG) and Colgate-Palmolive (NYSE: CL), gave and received some good news this week. First, let's mention the giving. Management saw fit to increase the dividend that it pays to shareholders. The quarterly payout went up 9% to $0.50 per share.

Now, for the receiving. According to an earlier item on BloggingStocks, Oppenheimer thinks the stock is worthy of an outperform rating. A price target of $70 has been set. Which is impressive, since the price of Clorox as of this writing is $56.32 per share.

Analyst upgrades:

• Barclays believes Procter & Gamble's (NYSE: PG) portfolio mix provides better leverage to stabilizing macro trends. The firm upgraded shares to Overweight from Equal weight and raised its target to $60 from $56. Note the firm downgraded Colgate (NYSE: CL) to Equal Weight from Overweight.
• Deutsche Bank upgraded McDonald's (NYSE: MCD) to Buy from Hold as it finds the risk/reward on shares compelling at current levels and sees upcoming catalysts from McCafe and easing commodity pressures. The firm raised its target price to $65 from $60.
• FBR Capital upgraded Talbots (NYSE: TLB) to Outperform from Market Perform to reflect an attractive risk/reward, reduced risk of a bankruptcy, and merchandise improvements. The firm raised its target price to $4 from $2.
• Nokia (NYSE: NOK) was upgraded to Buy from Hold at Deutsche Bank.
• Analog Devices (NYSE: ADI) was upgraded to Neutral from Underperform at Baird.

Procter & Gamble (NYSE: PG) might not have the best growth rates going these days, but truth be told, I thought the company's Q3 report was acceptable given everything that is going on.

Yes, sales declined by 8%, driven by currency effects. Organic sales, however, increased 1%. Earnings per share increased 2% to 84 cents. This beat Wall Street forecasts by four pennies according to this source.

Analyst upgrades:

• Merriman upgraded Dendreon (NASDAQ: DNDN) to Buy from Neutral on expectations shares will react positively to the full IMPACT data release on April 28. The firm thinks Provenge could represent the first cancer immunotherapy approved in the U.S. and raised its valuation range on the stock to $33-$34 from $18-$19.
• Piper Jaffray upgraded Andersons (NASDAQ: ANDE) as it believes the valuation is attractive, investor expectations are low, and the company's fertilizer and rail segments could recovery in FY10. The firm has a $19 target on shares. Goldman upgraded the auto sector to Neutral from Cautious and added Ford (NYSE: F) to its Conviction Buy list. The analyst does not believe Ford will have to declare bankruptcy and sees the company benefiting from Chrysler share declines and GM's (NYSE: GM) reduced product offerings. Ford's price target is $6
• Banc of America/Merrill upgraded U.S. Airways (NYSE: LCC) to Buy from Underperform.
• Broadcom (NASDAQ: BRCM) was upgraded to Equal Weight from Underweight at Morgan Stanley.
• Caterpillar (NYSE: CAT) was raised to Overweight from Neutral at JP Morgan.

Colgate-Palmolive (NYSE: CL) is a new buy from Nilus Mattive. The editor of Dividend Superstars states, "The time is right to add this great consumer products firm to our portfolio."

"Colgate-Palmolive is a company you undoubtedly know. It makes many very popular household products including its eponymous toothpaste and detergent brands, as well as the Science Diet family of pet food.

"But in addition to having a wide stable of recession-resistant brands, the company also has a large presence not just in the U.S. but around the world.

"In fact, more than half of its revenue comes from overseas markets. Latin America accounts for about a third of sales, as does Europe and the South Pacific. Asia/Africa make up the rest.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• American Electric Power Co. Inc. (NYSE: AEP) lowered its earnings forecast for fiscal 2009.
• Apollo Group Inc. (NASDAQ: APOL) reported better-than-expected Q2 earnings and strong revenue growth.
• Borders Group Inc. (NYSE: BGP) reported better-than-expected Q4 earnings despite a decline in sales.
• CarMax Inc. (NYSE: KMX) soaring earnings beat Q4 expectations despite a decline in revenue.
• Colgate-Palmolive Co. (NYSE: CL) was downgraded on risk to its earnings from currency issues.

Shareholders of Colgate-Palmolive (NYSE: CL) received some not-so-cool news on Wednesday. The consumer-products business was subjected to a downgrade courtesy of Linda Bolton Weiser of Caris & Co. The analyst changed the designation on Colgate-Palmolive from "Buy" to "Above Average." The effects of currency translations is what she's worried about. She believes that they could be a drag on earnings.

If you're a long-term shareholder, I probably wouldn't worry too much about this downgrade. The stock didn't react much to the news, dropping only modestly at the end of the trading session on Wednesday (it was down like 0.3%). Obviously Colgate-Palmolive, like Procter & Gamble (NYSE: PG), Clorox (NYSE: CLX), and Kimberly-Clark (NYSE: KMB), has great potential as a core investment because of its brand portfolio.

Kraft (NYSE: KFT), whose supermarket colleagues include Kellogg (NYSE: K) and General Mills (NYSE: GIS), will be reporting Q4 results tomorrow. Analysts expect the foodstuffs company to report $0.44 per share. Unfortunately, Kraft did $0.44 per share in the year-ago period. So the market doesn't think Kraft will grow the bottom line.

Perhaps that will work in Kraft's favor. With expectations so low, management has the opportunity to surprise to the upside. The company has a decent record in beating Wall Street expectations. Kraft certainly has brands that people like. However, things are becoming more difficult for the consumer. Layoffs are everywhere, and job security has taken a sabbatical. Kraft needs to convince people to pay extra for a package of Kraft-branded cheese or a box of Nabisco Ritz crackers when there are less-expensive generic substitutes available.

Colgate-Palmolive (NYSE: CL), a company that shares the supermarket shelves with Procter & Gamble (NYSE: PG) and Clorox (NYSE: CLX), issued a pretty cool earnings report on Thursday. On an adjusted basis, the bottom line rose 10% to an even $1.00 per share during the fourth quarter. That was two pennies better than expectations.

That was a good showing, and it displayed resilience on the part of the company. Colgate-Palmolive also did well in the third quarter. Statements in the press release show that management so far understands how to leverage the brand equity of its consumer-products portfolio to charge higher prices where it can. It might need to, considering that currency exchanges could be unfavorable.

Clorox (NYSE: CLX) greeted investors on Friday with a sparkling clean earnings report for the fiscal first quarter. According to the press release, sales rose 8% once the effect of the Burt's Bees acquisition was eliminated, and earnings per share came in at $0.91. Analysts were looking for $0.84 per share.

That's an awesome beat. For the most part, shareholders don't have much to complain about. Operational cash flow did decrease, but you can once again factor in Burt's Bees and its effect on working capital. I always like to see cash flow increase, but since this is the first quarter, and since Clorox is backed by a whole bunch of powerful brands, I can let it go for now. Going beyond the numbers, I think the big thing to think about when considering Clorox is that it is, like colleagues Procter & Gamble (NYSE: PG), Colgate-Palmolive (NYSE: CL), and Kimberly-Clark (NYSE: KMB), a pretty strong name in supermarket aisles. Who hasn't purchased some of the company's bleach or trash bags at one time or another? I know I've been attracted to Clorox's brand equity.

On a forward-looking basis, Clorox can be looked upon as a long-term dividend play. Right now, the stock has a decent yield and is comfortably away from the 52-week low. Of course, we've been hearing a lot lately about how currency rates may start to give global companies a hard time. That's something to consider with Clorox. My feeling is that long-term thinkers shouldn't sweat it too much. One thing about the management here is they seem to be very willing to aggressively protect their brand equity against no-name brand competition and to figure out exactly what marketing messages will work with consumers. That's my top priority when it comes to consumer-products businesses and retail. I always ask myself the following question: Does management get that it's all about the branding/marketing? From what I've read, I think Clorox gets it.

No, I don't think the stock is simply going to rise from here. But I do think it could be one of the better defensive plays out there (assuming there still is such a thing as defensive play these days, that is).

Disclosure: I don't own any company mentioned; positions can change at any time.

Colgate-Palmolive (NYSE: CL - option chain) shares are trading higher today after the company reported a third-quarter profit of $499.9 million, or 94 cents per share. CL's adjusted profit of 99 cents per share beat analysts' estimates by a penny. CL got a boost in the quarter from higher sales combined with price increases. Today's earnings demonstrate that in fact CL is still the kind of company you can afford to keep in your portfolio during rough economic times. If you think that the stock won't fall by too much in the coming months, then now could be a good time to look at a bullish hedged trade on CL. If you are looking to get some downside protection but still cash in on the nice dividend CL pays, then a covered call might be a good idea.

CL opened this morning at $64.01. So far today the stock has hit a low of $62.57 and a high of $65.50. As of 12:25, CL is trading at $63.58, up $3.58 (5.9%). The chart for CL looks bullish and S&P gives CL a positive 5 STARS (out of 5) strong buy ranking.

For a bullish hedged play on this stock, I would consider a February covered call at the $60 level. A covered call is an options position that combines the purchase of stock with the sale of call options to hedge risk in case the stock doesn't do what you think but still leverage nice returns. For this particular trade, we will make a 7.3% return in just three and a half months as long as CL is above $60 at February expiration. Colgate-Palmolive would have to fall by more than 13% before we would start to lose money. Learn more about this type of trade here.

CL has not been below our break-even point around $56 except for a few days out of the past year. CL is expected to pay a dividend in late January.

Brent Archer is an options analyst and writer at Investors Observer.

DISCLOSURE: Mr. Archer owns and/or controls diversified portfolios of long and short stock and option positions that may include holdings in companies he writes about. At publication time, Brent neither owns nor controls positions in UPS.

Procter & Gamble (NYSE: PG), which competes with Clorox (NYSE: CLX), Johnson & Johnson (NYSE: JNJ), Kimberly-Clark (NYSE: KMB), and Colgate-Palmolive (NYSE: CL), will be reporting earnings for the fiscal first quarter on Wednesday. The data will be scrutinized carefully to see if P&G might be a viable idea in these tumultuous times. Of course, P&G is a great long-term investment for a core portfolio of buy-and-hold stocks, but there will be plenty of investors on Wall Street looking to gauge the company's potential as a defensive trade.

According to Earnings.com, P&G should earn about $0.98 per share. At least, that's the goal that analysts have set for management. If P&G hits that number, then it will have achieved a modest growth rate of around 6%. I expect P&G to beat expectations by a penny or two, given its recent history. The company usually is pretty good about that. Also, free cash flow should be more than acceptable to investors. Management watches cash-flow generation carefully (as it should), and traditionally makes that a priority. Naturally, it wants to balance the needs of long-term growth along with the need to deliver a proper flow of cash. So far, things have worked out over time on that count.

The big question now is: What about the future outlook? What the company says about this subject will probably end up driving the stock's reaction. The global marketplace is headed for a slowdown. Consumers are tightening their belts. Will they reach for generic brands and ignore the brand equity of the products in P&G's vast portfolio? P&G is going to have become aggressive about promoting its stuff. The company will want to make sure that people still feel their getting value for their dollar. That dollar, after all, goes farther with a generic equivalent. From my viewpoint, I think there is still value to be had from name brands. Even during a recession, I'll buy better quality items. Just yesterday I happened to pick up one of P&G's family members -- Bounty paper towels. It was on sale, but I'm sure there was a generic lurking around the corner that was cheaper. I didn't even bother looking for it. Sure, I do buy some generics, but I don't necessarily become obsessed with them.

P&G wasn't that far from the 52-week low at Monday's close. I wouldn't be setting up an earnings trade ahead of it because of all the uncertainty, but holders of the stock should fare reasonably well come the middle of the week (P&G did fine the last time).

Disclosure: I don't own any company mentioned; positions can change at any time.