There’s Hidden Value In Various Assets—As This Trade Illustrates

When trading, always be aware of the hidden value of the asset. Then 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 selling 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 is worth many millions.

(Such value is seen repeatedly, as major corporations willingly and eagerly pay millions to have their names affixed to major sports stadiums.)

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