Edina Realty (Great Grand)Parent Co. Honored
[Editor’s Note: The views expressed here are solely those of Ross Kaplan, and do not represent Edina Realty, Berkshire Hathaway, or any other entity referenced.]
When people think of capital, they most likely think of financial capital — that is, money.
But there’s also “political capital” — a combination of credibility and popularity that lets politicians pass legislation and . . . . well, lead.
And then there’s brand capital.
What’s in a Name
That’s when Barron’s magazine just names your (great-grand)parent company “the world’s most respected company,” ahead of #2 Disney and #3 Apple (note: Edina Realty is owned by HomeServices of America, a subsidiary of Berkshire Hathaway’s Mid-American Energy unit).
No doubt that helps explain Berkshire’s plan (announced last Fall) to roll out a new, national real estate brand titled “Berkshire Hathaway HomeServices.”
Marketing types refer to that as “brand extension.”
