Marketing concept is an asset

Article Excerpt

Some of the most profitable investments you’ll ever make come with hidden or widely under-valued assets such as brand names. Successful brands can help maintain and expand sales of existing products, and aid in the marketing of new ones. A good example is Tupperware. Its brand of plastic food-storage containers became world famous in the 1950s. But the much joked about Tupperware party is also an overlooked asset. It keeps the company’s marketing costs low, and could provide it with a competitive selling edge in a variety of industries. Tupperware is now using this unique selling model in the beauty products business. One day it could use it sell totally unrelated products such as mutual funds. THE TUPPERWARE BRANDS CORP. $26 (New York symbol TUP; Conservative Growth Portfolio, Consumer sector; Shares outstanding: 61.1 million; Market cap: $1.6 billion; WSSF Rating: Above average) makes high-quality products for the home and kitchen, including plastic food and beverage containers and children’s educational toys. The company also…