This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

10 Bulletproof Brands in a Bad Economy

Stocks in this article: AAPL KO AMZN MCD TIF BUD T KFT TM LUV

Spending on "luxury" brands did suffer during the recession, but not as badly as it might have.

BrandZ notes that in 2011 Burberry boosted its brand value by 86% and there was a measurable brand appreciation for Cartier, Estee Lauder and Hermes. Upscale brand names such as Nordstrom (JWN), Louis Vuitton (ranked highest among luxury brands by BrandZ), Bulgari, Gucci, Chanel, Rolex and Fendi were also noted for their prestige and loyal customers.

"I think Tiffany (TIF) is another good example," Sullivan says. "The blue box is worth something. And, even though they may have high prices, they are perceived to offer value because people get what they are paying for."

"For companies that have multiple price points like Tiffany," she adds. "They have some jewelry that is a million dollars or more. They also have other items that are relatively inexpensive -- silver jewelry or on the small side of diamond engagement rings -- but you are still getting a Tiffany ring."

Even "high-end luxury price points can make their value proposition," Sullivan says.

"I think the best example is the watch company Patek Philippe," she says. "That's like a $10,000 price point. But their campaign that has been going on for a long time, very successfully, is you never really own a Patek Philippe watch, you merely look after it for the next generation. It connotes this idea of being a rational, good economic decision. I think every company should really be thinking about 'Are they offering consumers a good value?'"

6 of 11

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,804.80 +26.65 0.15%
S&P 500 2,070.65 +9.42 0.46%
NASDAQ 4,765.38 +16.9840 0.36%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs