Quality counts
Warren Buffett, the legendary American investor, claims only to invest in quality. The 'sage of Omaha' has amassed his billions by pouring cash into large, good quality household names.
And in many cases he has sat on the stock for years. His large stock holdings have include substantial stakes in Coca-Cola, Gillette and McDonalds.
His definition is not quite as subjective as might seem, but if you want to know more then click this link.