What makes a leading consumer brand?

A leading consumer brand can be tricky to define. ‘Leading’ doesn’t necessarily mean ‘luxury’, nor does it just mean a household name. There are many well-known brands that, though successful, don’t fall into the category of a leading consumer brand from the perspective of our targeted investment universe, says Artemis. So, what exactly constitutes a leading consumer brand (LCB)? High barriers to entry, pricing power, delivering exceptional customer service and experiences, and control of distribution are important differentiators of leading consumer brands. LCBs are also careful to effectively...