Market Commentary 6/30/18

Brand Name Stocks

One of the basic tenets of effective marketing is the creation of a “brand”.  An entire industry is dedicated to building brand images for companies and defending them from imitators and competitors.  A strategically managed brand can create perceived quality and emotional attachment, generating added value for a company or product, and pricing power.  Creating a brand is generally a carefully crafted process, but there are times that it can take on a life of its own.

The stock market seems to have some internal “branding” going on, as well.  Prompted by heightened attention from some in the financial media, a group of stocks have been tagged in a way that provides instantaneous recognition.  Known at the “FAANG’s”, the group includes Facebook, Amazon, Apple, Netflix, and Google.  They have drawn so much attention partly due to the fact that many consider them disruptive technology companies that are transforming their industry and others.  Each of the group has been an innovator in their industry, creating dominate market share in the process.  That industry dominance, combined with strong growth and high profit margins, have created substantial market capitalizations.  If you add Microsoft to the group, these few stocks comprise more than 16% of the S&P 500 index and more than 28% of the Russell 1000 Growth Index.


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