Shares of Actelion are up on takeover rumors (Reuters)

KKR (NYSE: KKR) is about to buy Del Monte (NYSE: DLM) (Reuters)

Pacific Investment Management Co (PIMCO) will raise $1 billion to buy troubled bank assets (Bloomberg)

Terra Firma Capital and Citigroup (NYSE: C) disagreed on restructuring terms for EMI during negotiations several weeks ago (Bloomberg)

Douglas A. McIntyre

24/7 Wall St. asked Corebrand, the brand research and consulting firm, to look at the top 100 brands based their contribution to market capitalizaton. Using this method, the hardest working brand was Hershey (NYSE:HSY), followed  by Coca-Cola (NYSE:KO) and Harley-Davidson (NYSE:HOG)

Corebrand described the process briefly to 24/7 Wall. St.

24/7 Wall St.: Corebard often refers to the brands on this list as the”hardest working brands”. How did you come to that description?

Corebrand: There are a lot of people measuring and examining the “strongest brands” or the “most valuable brands”.  Our opinion is that examining one without the other is somewhat meaningless.  How “strong” a brand is nice to know but not very relevant unless you understand how that strength benefits business.  Similarly, “value” is little more than a measure of corporate size unless you understand the drivers of that value and how to influence it. By examining the strength of the brand and it’s contribution to total market value, we can help companies and their leadership manage that strength and value over time.

24/7 Wall St.: Is there any advantage or disadvantage to having a brand value be a very large percentage of market cap in the present and as an indication of a company’s future performance?

Corebrand: The brand will need to be in balance with the rest of the company’s assets.  A company should strive to have it’s brand strong enough to fend off competitors or changing market conditions but not so strong that it becomes overly dependent on the brand as a single driver of value.  If a company can achieve and maintain its appropriate maximum strength without becoming over-dependent, it will see greater returns in bull markets and retain greater value in bear markets.

The list:

Each year, on a rolling basis, CoreBrand conducts 8,000 telephone interviews among business leaders to measure their perceptions of some of the world’s best corporate brands. Respondents are business decision-makers from the top 20% of U.S. businesses.

This senior business audience (VP level and above) represents the investment community, potential business partners, and business customers across 49 key industries. 400 respondents rate each company per year; 800 companies are measured each year. Our reports are updated on a quarterly basis to reflect any subtle changes.

CoreBrand collects financial performance data and communications investment information to understand the support behind and impact of these brands. These corporate brand strength ratings, as well as a company’s financial data are used in CoreBrand’s statistical model to determine the percentage of market capitalization that is directly derived from the corporate brand. Once that percentage is calculated, a dollar value is assigned to the corporate brand.

The percentage of market capitalization, attributable to the corporate brand. The percentage is then translated into a dollar value, based on the current market capitalization. The analysis is examined over time, to determine if the corporate brand is a growing or declining asset.

Douglas A. McIntyre

Of course it cannot assure that its exploration of strategic alternatives will result in a transaction and that the Board of Directors has not approved a transaction at this time.

Del Monte Foods generated $3.414 Billion in sales for fiscal April 29, 2007, and StarKist Seafood operating segment had sales of $542.4 million, a decrease of $23.5 million or 4.2%, compared to fiscal 2006.  Del Monte’s total market cap is $1.87 Billion with shares down about 1.6% today.

The company also noted that it and two others accounted for some 79% of the canned tuna market, with Del Monte’s StarKist having some 33.7% of that market.

StarKist is a brand that it should be able to unload rather easily despite some of the slowing from 2006 to 2007, or so it would seem.  Owning that much market share is perhaps value enough, particularly if this can be combined with another operation.

You can join our open email distribution list to hear about other break-ups, secondary offerings, IPO’s, secondary offerings, special financings, mergers, spin-offs, and other special situations.

Jon C. Ogg
May 16, 2008

Jon Ogg produces and edits the "10 Stocks Under $10" newsletter and he does not own securities in the companies he covers.

Idearc (IAR) New CEO appointed after weak earnings. Not much of a first day at work. Shares drop to $7.64 from 52-week high of $38.

Morgan Stanley (MS) Fear of more write-offs. Sells down to $41.42 from 52-week high of $90.95.

Blackstone Group (BX) Market hates private equity. Shares drop to $16.05 from 52-week high of $38.

UBS (UBS) Bad day to be a bank. Moves down to $32.57 from 52-week high of $66.26.

Del Monte Foods (DLM) No news, just selling. Falls to $8.05 from 52-week high of $12.94.

Penwest Pharmaceuticals (PPCO) Generic competition trying to come into market. Drops to $2.90 from 52-week high of $15.42.

Douglas A. McIntyre

There is more than enough bantering back and forth out there about the week’s sell-off in reaction to long-term interest rates and the Bill Gross predictions for potentially higher rates longer-term.  So, if you are a super-bull then you’d want to use the leadership stocks to pile surplus cash into thinking the world didn’t really change.  If you are a chicken-bull (want to buy but not overly aggressive and still cautious) then you want to buy defensive stocks.  If you’re a bear, well at least you get the 5% interest.  We wanted to provide at least a partial list of the bull and bear go-to picks ahead of the weekend when many will be doing extra amounts of reading.

Aggressive Bullish Picks

IF this was just an unwarranted sell-off that came because of a rate spook and if Mr. Gross is wrong, then you go hard and fast into what has been working before.  Aerospace, Infrastructure, Metals & Mining, very selective Tech.  So out of selective tech the two most obvious names are Apple (AAPL) and either Google (GOOG) or Research-in-Motion (RIMM).  In Aerospace the go-to names are Boeing (BA) and United Tech (UTX).  In metals its Allegheny Tech (ATI), Rio Tinto (RTP), and Companhia Vale do Rio Doce ‘CVRD’ (RIO).  In infrastructure the go-to names are Fluor (FLR), Shaw Group (SGR).  This week Jim Cramer gave his New Four Horsemen of Technology and booted the old ones.

Defensive Stock Plays For Chicken-Bull

Because this sell-off is for a different reason, we have eliminated the power companies because of the tie being so geared toward higher rates.  We’ve also pulled out the debt collection companies because they ran so much after the last sub-prime scare.  Here was the first line of 20 defensive stocks back in February from the mini-Asian meltdown and here was the list of second-line defensive names.   This still leaves plenty of options, and we added in a few more.

First Line Defensive Stocks: Coca-Cola (KO), PepsiCo (PEP), Anheuser-Busch (BUD), ConAgra (CAG), Heinz (HNZ), Campbell Soup (CPB), Hormel (HRL), Kellogg (K), General Mills (GIS), Kraft (KFT), McDonalds (MCD), Merck (MRK), Pfizer (PFE), P & G (PG), Colgate-Polmolive (CL), Altria (MO), Reynolds American (RAI), and Clorox (CLX).

Second-Line Defensive Stocks:  Berkshire Hathaway (BRK/a), Flowers Foods (FLO), Del Monte Foods (DLM), Novo Nordisk (NVO), Alpharma (ALO), Playtex (PYX), Home Properties (HME), Aqua America (WTR), and Senior Housing (SNH), Sunrise Senior Living (SRZ).

The Bearish Trades

If you are still bearish or are completely bearish, then you’ve got Treasuries and all of the inverse ETF funds.  Some of the negative market ETF trades that move invesrely are the SHORT QQQ PROSHARES (PSQ), SHORT DOW30 PROSHARES (DOG), ULTRA S&P500 PROSHARES (SSO), SHORT S&P500 PROSHARES (SH), and more.  For short-term rate ETF’s you have the fairly new STREETTRACKS SERIES TRUST Lehman 1-3 MO T-BILL (BIL).  The more liquid interest rate ETF’s that actually trade are the iShares Lehman 20+ Year Treas Bond (TLT), iShares Lehman 10-20 Year Treas Bond (TLH), iShares Lehman 3-7 Year T-Note (IEI), and more.

As a reminder, defensive stocks still tend to get hit when the market gets so bad that they throw out the baby with the bath water, but they usually start to fall less and less and are usually the first stocks that traders commit money to at the turns.  Defensive doesn’t mean immune.  Also, all of these are merely part of a partial list and the list could have easily been 3-times the size.   

Jon C. Ogg
June 8, 2007

Jon Ogg can be reached at jonogg@247wallst.com; he does not own securities in the companies he covers.