We believe Consumer Staples companies are defined by the health and strength of their brands. As a result, we’ve just published a major piece of research which we call ‘the Brand Wagon’. In the report we analyse A&P investment over the last 25 years for the 26 largest Consumer Staples companies we cover in both Europe and the US.
This analysis allows us to assess how company investment in brands affects both financial and share price performance over the long term. We also look at how changing media consumption habits are impacting the way Consumer Staples companies build brands and whether the shift to digital versus traditional is making marketing investment cheaper or more effective. [more]