More from the Author

• Technical Note | HBS Case Collection | February 2018 (Revised June 2018)

  The Art and Science of Brand Valuation

  Jill Avery

  Brand valuation, the art and science of calculating the economic value accruing to a firm from its use on an intangible brand asset, yields frustratingly inconsistent, discrepant, and therefore, controversial results. While it is widely accepted that brands are long-lived assets that can contribute significant value to firms over time, there is no consensus on how to value them. This note outlines several different methods for valuing brands and exposes readers to the commercial methods most used by firms. It discusses the opportunities associated with valuing brands as well as the challenges.

  Keywords: brand valuation; Brand Value; brand; brands and branding; brand management; marketing ROI; Brands and Branding; Marketing; Marketing Strategy; Valuation; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry;

  Citation:

  Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised June 2018.)  View Details

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• Case | HBS Case Collection | January 2018 (Revised June 2018)

  Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

  Jill Avery

  A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and how marketing actions influence changes in it. Methods for brand valuation can be discussed and issues related to branding in contemporary times, such as authenticity, legitimacy, authorship, craftsmanship, and storytelling can be used to show how brand value is built and destroyed. Brand partnerships, particularly between and among Leonardo, Christie's auction house, the sellers, the experts who attributed the painting to Leonardo, and the celebrities used to market it, are dissected to understand how brand meaning and value transfer from one partner to another.

  Keywords: marketing; Brands; brands and branding; marketing strategy; brand valuation; art collector; arts marketing; value; auction house; auctions; luxury brand; luxury consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates;

  Citation:

  Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised June 2018.)  View Details

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• Case | HBS Case Collection | June 2018

  Global Brand Management of Anheuser Busch InBev's Budweiser

  Jill Avery

  Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was also feeling the pressure to finalize a global brand strategy that would define Budweiser’s value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed across geographies and that often interfered with each other. He worried whether the company could keep selling a premium brand proposition abroad as the brand's reputation faced challenges at home in the U.S. and whether he needed to force a monolithic global brand strategy everywhere or allow for local market customization. Could Budweiser simultaneously accommodate two or more brand realities?

  Keywords: marketing; brands and branding; brand management; global brands; brand positioning; marketing strategy; advertising; brand extension; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada;

  Citation:

  Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Case 518-105, June 2018.  View Details

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