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Technology Stocks : America On-Line: will it survive ...?
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To: steve lipson who wrote (3555)6/24/1997 1:23:00 PM
From: Todd Daniels   of 13594
 
>Nothing is more fundamental than figuring out what a company's assets
>(including soft assets like brand equity) and future earnings streams
>are worth.

At 67x FY98 concensus estimates and 36% greater than concensus
5 year growth rate, which is better than MSFT's valuation, AOL's
current valuation at best leaves no room for any disappointment
including spooking by some news.

BTW, re. "brand" and AOL vs. Coke, McDonald's etc.
In the latest issue of Marketing Computers mag, a branding expert
defines "brand" as "the sum total of a customer/prospect's experience
with a company".

IOW, spending on advertising may create recognition, but only
experience creates "brand".

At this point, AOL's "brand" and loyalty to it is hardly as rooted
as Coke's. If appealing content shows up on the web, users will
gateway out of AOL's ad space to it. If lower price is available,
many would bolt in a heatbeat.
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