This Week's ETF Launches: Intangible Brand Value in an ETF

Everywhere you look – from the car you drive to the cereal you eat – branding is everywhere. And it’s in that brand identity that corporations derive some serious value. Historically, a brand’s image can make or break a company, drive sales or push it into obscurity. For investors, the job of picking the firms with the best brands has been a daunting task. How do we know which firm is designed to succeed or setting itself up for failure?