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  • January 2018 (Revised October 2019)
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:24
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Abstract

A 16th 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

Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; 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 October 2019.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • January 2018 (Revised October 2019)
    • Faculty Research

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

    By: Jill Avery
    • April 2022
    • Faculty Research

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

    By: Jill Avery
Related Work
  • Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand By: Jill Avery
  • Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand By: Jill Avery
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