Tags: Berkshire | name | real | estate

FT: Buffett's Berkshire Hathaway Plans to Spread Its Name to Real Estate Agencies Globally

By    |   Monday, 13 October 2014 03:47 PM

Warren Buffett's Berkshire Hathaway already uses its name on its real estate subsidiary HomeServices of America, and now it reportedly plans to spread the use of the Berkshire name not only in the United States, but also abroad.

Berkshire intends to license its name to real estate agencies in Europe and Asia, according to the Financial Times. The paper calls the move "the next phase" of an effort by Buffett to use Berkshire as a "consumer brand."

Marketing experts call it a shrewd strategy.

"Like Virgin reflects Sir Richard Branson's rebelliousness, and Apple reflects the genius of Steve Jobs, Berkshire Hathaway has brand equity around trust, stability and integrity," Oscar Yuan, a partner at marketing consulting firm Millward Brown Vermeer, told the Times.

In the United States, the number of real estate agencies using the Berkshire Hathaway HomeServices name will grow to nearly 1,400 by next spring, Earl Lee, CEO of HSF Affiliates, a franchising joint venture between Berkshire and Brookfield Asset Management, told the paper.

The company will then shift to partnering with large real estate firms in the U.S. and internationally, including the U.K., continental Europe and Asia, according to the Times.

Meanwhile, Buffett bought stocks earlier this month when the S&P 500 dropped. While he wouldn't tell CNBC which stocks he purchased, Buffett did cite them as "names you'd recognize."

Obviously the aim of the stock game is to buy low and sell high, and that's what Buffett tries to do. "The more [the market] goes down, the more I like to buy," he said.

Trying to time the market precisely is often a "fool's game," Buffet asserted. Owning shares of U.S. companies in a variety of industries has placed investors in very good stead over the past 20 years, he said.

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Warren Buffett's Berkshire Hathaway already uses its name on its real estate subsidiary HomeServices of America, and now it reportedly plans to spread the use of the Berkshire name not only in the United States, but also abroad.
Berkshire, name, real, estate
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2014-47-13
Monday, 13 October 2014 03:47 PM
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