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The Journal of Private Equity

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Article

Branding Equity Capital

Shidan Derakhshani
The Journal of Private Equity Fall 2014, 17 (4) 9-19; DOI: https://doi.org/10.3905/jpe.2014.17.4.009
Shidan Derakhshani
is chief executive officer of Aethon Capital Strategies, LLC, and a former director of the World Bank in Washington, DC.
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  • For correspondence: sderakhshani@aethonstrategies.com
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Abstract

Equity capital is not a commodity. It can be differentiated and therefore branded. Branding investment capital will increase its competitive advantage, make it more attractive, and allow it to command privileged access and/or premium returns. Branding capital is now a scattered and ad hoc activity, but will become increasingly important. The value of a capital brand can be assessed and enhanced. Those investors who realize this and energetically move to develop a strong brand for their investment capital will undoubtedly strengthen their competitive advantage in the marketplace. This article outlines the reasons why branding capital is becoming increasingly important, reviews activities by private equity and venture capital firms and others in this area, suggests practical steps to identify a capital offering’s unique selling propositions in order to develop and enhance its brand, and presents the concept of capital due diligence.

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The Journal of Private Equity: 17 (4)
The Journal of Private Equity
Vol. 17, Issue 4
Fall 2014
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Branding Equity Capital
Shidan Derakhshani
The Journal of Private Equity Aug 2014, 17 (4) 9-19; DOI: 10.3905/jpe.2014.17.4.009

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Branding Equity Capital
Shidan Derakhshani
The Journal of Private Equity Aug 2014, 17 (4) 9-19; DOI: 10.3905/jpe.2014.17.4.009
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  • Article
    • Abstract
    • WHO SHOULD CARE?
    • CAPITAL IS NOT A COMMODITY
    • WHEN AND WHY DOES BRANDING OF EQUITY CAPITAL BECOME IMPORTANT?
    • BRANDING EFFORTS BY PRIVATE EQUITY FIRMS
    • VENTURE CAPITAL BRANDING
    • BRANDING IN INTERNATIONAL INVESTING: THE CASE OF INVESTMENTS IN CHINESE BANKS
    • BRANDING AS AN ATTRACTOR OF INVESTORS: MUTUAL FUNDS, ETFS, AND HEDGE FUNDS
    • BRANDING A NEAR COMMODITY
    • CAPITAL BRANDING AND PREFERENCES
    • POSSIBLE USPS OF EQUITY CAPITAL
    • STEPS IN BRANDING CAPITAL
    • VETTING CAPITAL: THE CONCEPT OF CAPITAL DUE DILIGENCE
    • THE FUTURE OF CAPITAL BRANDING
    • REFERENCES
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  • PDF (Subscribers Only)

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More in this TOC Section

  • Editor’s Letter
  • Editor’s Letter
  • Private Equity Trends to Look Out for in 2019
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