Smarter in 10 Minutes

Brand Values and Long-Term Stock Returns

An equal-weighted portfolio of Best Brands (BBs) in the U.S. earns an excess return of 25 to 35 bps per month during the period 2000-2020. This result is remarkably robust across various factor models and therefore is not driven by exposure to common (risk) factors. The excess returns of the BB portfolio are not due to firm characteristics, industry composition, or small-cap stocks. We provide evidence suggesting that expensing investments in brands (instead of capitalizing them) and the tendency to underestimate the effect of brand name on generating future earnings are two mechanisms contributing to the excess returns.

Smarter in 10 Minutes with Matt Topley

Time to get smarter in less than 10 minutes.

Welcome to our weekly series, "Smarter in 10 Minutes." This weekly series is aligned with our mission to empower investors through education and is curated by Matt Topley, a 25yr+ vet in the business who currently runs Lansing Street Advisors.

Matt wakes up "Jocko style" every morning and shoots out a daily newsletter (I'm a loyal reader!). The weekly "Smarter in 10 Minutes" is a lower frequency version of his daily newsletter.

Go to Top