As This Trade Illustrates
There’s Hidden Value in One’s Various Assets
When trading, always be aware of the hidden value of the asset, and
by strategically negotiating, you may be able to retain a very
valuable portion just for the asking! That’s essentially what
Prudential Insurance did when it sold its Boston Prudential Center
office complex for $700 million. As part of the deal, the giant
insurance company cleverly negotiated that the property forever
retain the Prudential name — signage that undoubtedly is worth many
millions.
(Such value is not overstated, inasmuch as major corporations are
willingly and eagerly paying millions to have their names affixed to
major sports stadiums.)
