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Warren Buffett Rebrands Himself

Warren Buffett, the 84-year-old billionaire investor who heads the Berkshire Hathaway conglomerate, has recently been shifting the emphasis used to promote his businesses from himself to Berkshire Hathaway as a brand...
October 22, 2014

Warren Buffett, the 84-year-old billionaire investor who heads the Berkshire Hathaway conglomerate, has recently been shifting the emphasis used to promote his businesses from himself to Berkshire Hathaway as a brand.

Buffett is working to increase public awareness of the relatively unknown name of his holding company in an effort to draw customer attention to its numerous businesses. In early October, when Buffett announced that the conglomerate had agreed to acquire the Van Tuyl Group, the fifth-largest auto dealership in the U.S. by sales, he said that the business would be renamed Berkshire Hathaway Automotive. Recently other Berkshire Hathaway businesses have been similarly rebranded.

The movement toward rebranding in part reflects questions about who will succeed Buffett. Berkshire Hathaway, with a stock market value of $336 billion, is the fifth-largest company in the U.S. A New York Times article on the shift in brand focus notes that it is unlikely that Geico, Berkshire Hathaway's high-profile auto insurer, will be renamed.

Putting the Berkshire Brand Before Buffett (New York Times 10/13/14)

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