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Berkshire Hathaway Inc. Message Board

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  • bobo21029 bobo21029 Aug 13, 1998 6:03 PM Flag

    Buffett buying Pepsi?

    ........a very good discussion on brand value
    today. I'm not sure that brand value can ever be totally
    pinned down. Here was my experiance.....whenever my old
    employer got ready to buy out another company, management
    would go round and round trying to decide just exactly
    how much the brands of the target company were worth.
    Even more ticklish was trying to decide the market
    share the target brands held. And that's where we
    really messed up once when we bought a company whose
    market share was believed to be 25%. After the sale,
    come to find out it was more like 18%. So the word
    went out to the sales force that by God you will
    achieve 25% market share with this brand by year's
    end.......and we did......but it was a hard year!

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