Good times, bad times: the stock market performance of firms that own high value brands

Purpose - The purpose of the this paper is to correct a deficiency in the published literature by examining the share price performance of firms that own high-value brands in uptrending, downtrending and sideways markets. Design/methodology/approach - The authors examined stock price performance for an index of firms that owned brands in the Interbrand list of the Best Global Brands from 2001 through 2009 using the Fama-French method. Findings - The authors' index outperformed the Standard & Poor's 500 when the market was up or downtrending, but not when it moved sideways. Research limitations/implications - The authors find that an index of firms that own the produced better returns than the Standard & Poor's 500 market index. Owning highly valued brands may be a marketplace signal to the investing community regarding the firm's management acumen. Practical implications - Owning high-value brands seems to influence share price performance, a metric used to judge chief executive officers. Thus, brand investments align with the shareholders' interest. The authors help alleviate the perception (Challagalla et al., 2014) that marketing managers make investments on an ad hoc basis. Originality/value - For the first time, the authors evaluate the effect of owning one or more of the world's most valuable brands on the market value of common stock using data from downtrending, uptrending and no-trend periods. This research is also among the first to introduce volatility into the Fama-French method and it is an important explanatory variable. This paper's approach has interesting comparisons to other papers taking a similar analytical approach.