How does it create value (Creation/ownership of Patents/designs/brands or other exclusive rights - it should be noted whether these were created internally or purchased by acquisition.)
How does this company manage and develop this value (Through advertising/ branding/ innovation/ acquisition of legal rights/takeover activity of competitors in recent years?)
Management approach and organisation style of this company (Is there a dominant CEO or Chairman that imposes themselves on all aspects of the business (e.g. Richard Branson and the Virgin Brand.)
Has the company been improving its position in the market, is it on an expansionary path, is it now consolidating or even shrinking its market position?
What about the future?