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OPINION : Brand power loses its potency as a stock-picking tool

Mar 04, 2019 - The Globe and Mail (Canada)

INSIDE THE MARKET

Despite owning two of the most iconic brand names in corporate history, Kraft Heinz Co. has been a financial disaster for Warren Buffett and its other big-name investors. This sad experience is not as unusual as you may think.

Anyone betting on the power of corporate branding over the past decade was essentially spinning a roulette wheel. Some big brands did better than the overall market; just as many struggled.

Investors who believe in the magical properties...