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Founder Brands: Managing Intangible Assets from Original Vision to Sustained Value

Davis Brand Capital, May 2012

Some of the world’s most valuable and well-known companies share a common brand trait that has not been explored in depth. Apple, Dell, Ford, Google, Mars, Microsoft, Nike, Starbucks and Wal-Mart, to name just a few, are “founder brands.” These are brands where the founder or founding family exercises significant influence over the management of the brand and direction of the business. In this white paper, Davis Brand Capital identifies the qualities that define founder brands and explores some of the challenges in managing them for maximum value.


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