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2014

Credit Suisse Identifies 27 Great Brands of Tomorrow

Analyzes the power of brand investing

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NEW YORK, Feb. 25 /PRNewswire/ -- Today, the Credit Suisse Research Institute released, "Great Brands of Tomorrow," an in-depth look at how a company's brand can be one of the few true competitive advantages remaining in modern industry.

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By creating a proprietary framework and leveraging the global network of Credit Suisse analysts, we have identified 27 "Great Brands of Tomorrow" spanning sectors and global regions at various stages of development that we believe will significantly outperform the market over the next 3-5 years as they build and leverage brand equity to grow in size, scale and profitability.

Based on case study analyses of dozens of brand stories from the last century, our framework uses two filters to determine how and when to invest in brand stocks: 1) identifying the industry and company specific conditions necessary for brand success; and 2) understanding the brand lifecycle and key entry and exit points from a shareholder perspective.

Omar Saad, a Director at Credit Suisse and a U.S. Branded Apparel & Footwear analyst, said, "We believe a strong brand is one of the most powerful and sustainable advantages a company can have, but one that is often ignored by the financial markets. We believe brand stocks will continue to outperform the market, and our proprietary framework analyzes brand lifecycles to determine how and when to invest in brands for optimal returns."

The 27 "Great Brands of Tomorrow" include:

Alibaba.com, Almarai, Amazon, Apple, BIM, Capitec, China Merchants Bank, Commercial Aircraft Corporation of China, Enfamil, Facebook, Hyundai Motor, Indian Hotels, Julius Baer, Li Ning, Mahindra & Mahindra, MercadoLibre, Mercedes-Benz, Polo Ralph Lauren, Sonova Holding, Swatch, Tiffany & Co., Tingyi, Trader Joe's, Tsingtao Brewery, Under Armour, Uniqlo, and Yakult Honsha.

Key findings from the report include:

  • Strong brand companies have consistently generated out-sized long-term growth and returns for shareholders. One indication is that an equal-weighted stock index of companies spending at least 2% of sales on marketing outperformed the S&P 500 by more than 400 bps annually since 1997. The top quintile of those companies outperformed the market by 17% per year.
  • Industry matters. Brands are relevant in many industries beyond traditional consumer sectors, but some are more "brand-friendly" than others.  Brand power is strongest in industries where there is close proximity to the end-user (i.e. fewer steps between consumer and brand), there is ample room for product differentiation among competitors; and reputation plays an important role in consumers' purchasing decisions.
  • Most brands follow a similar arc with five distinct stages: emerge, hit the wall, transform/proliferate, dominate and reinvent. Investing in companies that are transforming from niche player into a powerful brand that can be proliferated across new markets and categories offers investors extremely attractive returns, and is typically the phase in the brand lifecycle that generates the largest market value creation.  
  • Tough financial times are often the most opportunistic backdrops for great brand companies to solidify strong existing brands, as weaker competitors scale back and new entrants delay risky plans. Historically, brand stocks have massively outperformed by 1,800 bps in the 6 quarters following an economic slowdown. History looks set to repeat itself following the Great Recession of 2008-09, as brand stocks have already started to outperform (700 bps since March 2009).

This report is published by the Credit Suisse Research Institute, which identifies and provides insights on global themes and trends.  The objective of the Research Institute is to provide our clients with leading edge advice by leveraging our internal research resources together with external expertise, thus reinforcing our integrated global bank approach.

Credit Suisse AG

Credit Suisse AG is one of the world's leading financial services providers and is part of the Credit Suisse group of companies (referred to here as 'Credit Suisse'). As an integrated bank, Credit Suisse offers clients its combined expertise in the areas of private banking, investment banking and asset management. Credit Suisse provides advisory services, comprehensive solutions and innovative products to companies, institutional clients and high-net-worth private clients globally, as well as to retail clients in Switzerland. Credit Suisse is headquartered in Zurich and operates in over 50 countries worldwide. The group employs approximately 47,400 people. The registered shares (CSGN) of Credit Suisse's parent company, Credit Suisse Group AG, are listed in Switzerland and, in the form of American Depositary Shares (CS), in New York. Further information about Credit Suisse can be found at www.credit-suisse.com.

Investment Banking

In its Investment Banking business, Credit Suisse offers securities products and financial advisory services to users and suppliers of capital around the world. Operating in 57 locations across 30 countries, Credit Suisse is active across the full spectrum of financial services products including debt and equity underwriting, sales and trading, mergers and acquisitions, investment research, and correspondent and prime brokerage services.

All businesses of Credit Suisse are subject to distinct regulatory requirements; certain products and services may not be available in all jurisdictions or to all client types.

Credit Suisse has filed a registration statement (including a prospectus) with the Securities and Exchange Commission, or SEC, for the offering to which this press release relates. Before you invest, you should read the prospectus in that registration statement and the applicable pricing supplement, the underlying supplement dated March 25, 2009, the prospectus supplement dated March 25, 2009 and the prospectus dated March 25, 2009 that Credit Suisse has filed with the SEC for more complete information about Credit Suisse and this offering. You may obtain these documents without cost by visiting EDGAR on the SEC website at www.sec.gov. Alternatively, Credit Suisse or any agent or any dealer participating in this offering will arrange to send you this term sheet, underlying supplement, prospectus supplement and prospectus if you so request by calling 1-800-221-1037.

Certain information contained in this document constitutes "Forward-Looking Statements" (including observations about markets and industry and regulatory trends as of the original date of this document), which can be identified by the use of forward-looking terminology such as "may", "will", "should", "expect", "anticipate", "target", "project", "estimate", "intend", "continue" or "believe", or the negatives thereof or other variations thereon or comparable terminology. Due to various risks and uncertainties beyond our control, actual events, results or performance may differ materially from those reflected or contemplated in such forward-looking statements. Readers are cautioned not to place undue reliance on such statements. Credit Suisse has no obligation to update any of the forward-looking statements in this document.

This document was produced by and the opinions expressed are those of Credit Suisse as of the date of writing and are subject to change. It has been prepared solely for information purposes and for the use of the recipient. No part of this material may be reproduced or retransmitted in any manner without the prior written permission of Credit Suisse.

SOURCE Credit Suisse AG



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