In Friday's Analysts' Actions, Morgan Stanley is downgraded, BMO initiates Johnson and Johnson and Google makes Evercore's 'Conviction Buy' list. Morgan Stanley (MS) was downgraded to 'Neutral' from 'Outperform' by Macquarie. The firm said shares of Morgan Stanley are now appropriately valued and further upside may be more difficult to achieve. A $37 price target remains for the stock. Macquarie is also removing Morgan Stanley from its 'Marquee' list and adding Citigoup (C). Johnson and Johnson (JNJ) is now being covered at BMO Capital Markets with an 'Outperform' rating. The firm set a $118 dollar price target for the stock and says it believes the company to be an industry leader and can break into emerging markets. Google (GOOG) is now on Evercore's 'Conviction Buy' list. The firm has an 'Outperform' rating for the stock and is increasing its price target to $750 dollars a share. Evercore likes Google's new travel industry initiatives.