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Brands Boost the Bottom Line

Brands Boost the Bottom Line

In challenging times, strong brands recover faster

Valuable brands deliver superior shareholder returns

Strong brands provide stock market resilience during periods of volatility, providing a reliable, positive return on the money invested to build valuable brands. When turbulence drives markets down, strong brands decline more slowly, and when markets recover, strong brands rebound more quickly.

That is the premise for investing in strong brands. And this year’s unprecedented COVID-19 stock market swings provided extreme conditions to test it.

Globally, during the five weeks from February 14 to March 20, when the MSCI World Index dropped 75 percent and the S&P 500 dropped 51 percent, the BrandZ™ Strong Brands Portfolio dipped just 42 percent, and the BrandZ™ Powerful Brands Top 10 Portfolio dipped only 37 percent.

Since just prior to the Global Recession, during the period between April 2006 and August 2020, the BrandZ™ Strong Brands Portfolio has increased by 229.5 percent. Over the same period, the MSCI World Index increased just 65 percent, and the S&P has increased by 140 percent.

In concrete terms, this means that $100 invested in 2006 would be worth $165 today based on the MSCI World Index growth rate, and $240 based on the S&P 500 growth rate. That $100 invested in the BrandZ™ Strong Brands Portfolio would have more than tripled in value to $329. These results demonstrate the investment reliability of strong brands and the way that they deliver superior returns to shareholders.