Stability and Reliability. Their longevity is testament to their ability to survive multiple economic cycles and downturns. They oftentimes emerge from economic crises stronger than they went into them. This increases their appeal and safety.

Global Presence. Due to their size and scope these businesses are diversified across the world. This provides a nice mix of both First World and Emerging Market exposures, which adds both solidity and growth potential to the business in question and the portfolio at large.

Cash Flows. Strong Brands invite continued and ongoing purchases and steady margins. This is converted into strong cash flows which can be used for multiple opportunities including reinvesting in growth, share buy backs and of course dividends. Their consistent steady growth profile allows for the type of optionality that many other companies don’t have the luxury of such as investment in R&D, innovation and expansion into new markets.

Brand Loyalty. Brand loyalty entrenches a competitive position in the market place as well as a perception of value that allows companies the type of flexibility required to raise prices, experiment with new products or markets and to extend the reach and strength of the brand in question. This usually allows for the maintenance of and even the continued growth of market share and presence.

Liquidity. Large Brands are by nature large companies too, their shares are listed on and traded on multiple markets and are incredibly liquid as a result. This liquidity ensures ease of trade and access to capital when selling is required.

Blue Chip status. Many of the worlds biggest brands are considered blue chip in nature. Blue Chip stocks are known for their quality, reliability, strong financial position and performance. They usually form the foundation and cornerstone of any well diversified investment portfolio.

Lower Volatility. Large well respected companies often tend to demonstrate lower volatility than smaller, riskier or more cyclical companies. Their size and stability helps reduce the emotional stress associated with investing and occasional stock market turmoil that happens from time to time.

This portfolio is aimed at long-term investors that are interested in iconic companies that have stood the test of time. It allows for the ownership of well-respected blue chip businesses across the globe that have a history of outperformance and innovation.