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David Canaan started a virtual Marketocracy fund in 2001 and, having seen more than 20% return every year for 14 years, has invested his own money into his GIPs fund. His strategy is to invest in companies with exceptional brands. With over 35 years in the international branding business, he understands the core skills a company needs to develop and sustain powerful brands over time.
Brand value is not reported on financial statements and is an enormous hidden asset. Brand advisors regularly measure brand values through rigorous research and assess a dollar value on leading brands. For example, according to Interbrand’s 2015 brand ranking report, Apple continues to be the most valuable brand in the world at $170 billion (up 43% since 2014). The Google brand is worth $120 billion (up 12% over 2014) and Microsoft is up 11% at $67 billion. Actual stock value and stock trends don’t always immediately reflect brand value, but it provides an often overlooked data point in predicting on-going business success. It’s that data point Mr. Canaan has leveraged for continued financial gain.
|(DMF) dcanaan's Mutual Fund|
|MODEL INCEPTION (10/04/2001)||AVG. ANNUAL RETURN||S&P TOTAL RETURN||Actions|
|16+ YRS||17.15%||7.88%||View Fund Stats Track Fund|
|Show Fund Strategy|
|Click Here to View More Information About This Fund.|
FEB 13, 2015 | Forbes Article
|Large Cap : Growth||52.97%||0.65%|
|Large Cap : Blend||23.50%||-0.46%|
|Small Cap : Blend||15.48%||-0.51%|
|Mid Cap : Growth||8.05%||-0.67%|
The information below pertains to model data only.
|Fund Manager:||Total Model Net Assets:|
|Inception:||Ticker Symbol:||# of Securities:|
|October 04, 2001||DMF||12|
This fund began in 2001 to test my assumption that companies with strong brands will do better in the marketplace than others. I assessed five criteria: Distinction (does the brand clearly stand out in their category?), Relevance (is it something a large audience needs?), Esteem (is it desirable?), Recognition (does a significant portion of their audience know about it?) and Excellence in graphic and industrial design. These characteristics are at the core of a business philosophy and not as subject to volatility as many other criteria. The effect of strong branding on company value is long term and I have retained most of my core investments over time. Where a brand is damaged (i.e., Martha Stewart's jail stay) I've sold the stock. Over 14 years my returns have averaged almost 20% per year and continue to perform strongly.
|Last 3 Months||N/A|
|Last 6 Months||N/A|
|Last 12 Months||5.29%|
|Period||Returns||S&P 500 Returns||Returns VS S&P 500|
|Last 7 Days||-1.38%||0.00%||-1.38%|
|Last 30 Days||-0.89%||0.58%||-1.47%|
|Last 3 Months||-6.00%||-5.03%||-0.97%|
|Last 6 Months||2.41%||4.54%||-2.13%|
|Last 12 Months||3.36%||15.32%||-11.96%|
|Last 2 Years||12.95%||32.28%||-19.33%|
|Last 3 Years||5.16%||34.15%||-28.99%|
|Last 5 Years||112.71%||88.63%||24.08%|
|Last 10 Years||313.45%||138.78%||174.67%|