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  • All HBS Web  (136)
    • News  (20)
    • Research  (111)
    • Multimedia  (1)
  • Faculty Publications  (43)

Show Results For

  • All HBS Web  (136)
    • News  (20)
    • Research  (111)
    • Multimedia  (1)
  • Faculty Publications  (43)
Page 1 of 136 Results →
  • February 2018 (Revised October 2019)
  • Technical Note

The Art and Science of Brand Valuation

By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry
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Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
  • June 2003 (Revised October 2003)
  • Case

Habitat for Humanity International: Brand Valuation

By: John A. Quelch
Habitat for Humanity underwent a brand valuation study and found that its brand was worth $1.8 billion, equivalent to Starbucks. Senior management reviews the issues facing the organization; students are afforded insights into what drives brand value for a major... View Details
Keywords: Nonprofit Organizations; Valuation; Brands and Branding
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Quelch, John A., and Nathalie Laidler. "Habitat for Humanity International: Brand Valuation." Harvard Business School Case 503-101, June 2003. (Revised October 2003.)
  • Article

Brand Values and Capital Market Valuation

By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik
Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details
Keywords: Brands and Branding; Valuation
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Barth, Mary, Michael B. Clement, George Foster, and Ron Kasznik. "Brand Values and Capital Market Valuation." Review of Accounting Studies 3, nos. 1-2 (1998): 41–68.
  • April 2019 (Revised October 2020)
  • Case

Kraft Heinz: The $8 Billion Brand Write-Down

By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Consumer Products Industry; Food and Beverage Industry; United States; North America
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Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.)
  • January 1996
  • Background Note

Brand Valuation Methodology: A Simple Example

By: Alvin J. Silk
Provides a simple illustration of a methodology for making a financial evaluation of a brand. View Details
Keywords: Finance; Brands and Branding; Valuation
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Silk, Alvin J. "Brand Valuation Methodology: A Simple Example." Harvard Business School Background Note 596-092, January 1996.
  • 20 Jul 2023
  • News

The Rising Value of Brand Valuation

  • 18 Jul 2023
  • News

The Rising Value of Brand Valuation

  • January 2018 (Revised October 2019)
  • Case

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

By: Jill Avery
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... View Details
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
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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.)
  • April 2022
  • Teaching Note

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

By: 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... View Details
Keywords: Brand Management; Brand Valuation; Art; Art Dealer; Auction House; Brand Storytelling; Marketing; Brands and Branding; Marketing Strategy; Fine Arts Industry; United States; Italy
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Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Teaching Note 522-088, April 2022.
  • January 2020 (Revised May 2020)
  • Case

Direct to Consumer Brands

By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change
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Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
  • May 2020 (Revised August 2022)
  • Teaching Note

Direct to Consumer Brands

By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change; Consumer Behavior
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Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Teaching Note 520-118, May 2020. (Revised August 2022.)
  • 10 Jun 2014
  • News

Uber Rides Social Media Dominance to $17B Valuation

  • November 2019 (Revised June 2020)
  • Case

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan
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Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
  • March 2022
  • Teaching Note

Farfetch: Digital Transformation for Luxury Brands

By: Jill Avery and Sunil Gupta
Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details
Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Digital Marketing; Retail Industry; Fashion Industry; London; United Kingdom; Portugal
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Avery, Jill, and Sunil Gupta. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Teaching Note 522-061, March 2022.
  • June 2020
  • Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers & Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
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Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Teaching Note 520-121, June 2020.
  • 13 Mar 2005
  • Research & Ideas

The Tricky Business of Nonprofit Brands

Starbucks. How important is it for NGOs to know what their brand valuation is, and how should they use this information? A: It is important for any organization, for-profit or nonprofit, to know the value of... View Details
Keywords: by Manda Salls
  • Research Summary

The Appropriability of Reputation in Franchises Selling Brands

We develop a multi-market model in which there are two kinds of firms: brands and small firms (or agents). Firms interact with short lived clients in the market for goods (or services) and with each other in the market for franchises. The model is one of adverse... View Details
  • November 2021 (Revised December 2022)
  • Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details
Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
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Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
  • 04 May 2009
  • Research & Ideas

What’s Next for the Big Financial Brands

credibility you place in the bank's valuation of its assets). Why then has there not been a run on the bank? Being too big to fail is hardly a solid basis on which to build brand equity. The true answer to... View Details
Keywords: by John Quelch; Banking; Financial Services
  • 04 Jun 2014
  • What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

will probably be enhanced by the information that others have about us. Will big data overwhelm us, thereby reinforcing such things as brand loyalty? Or will the quality of our search and valuation devices... View Details
Keywords: by James Heskett; Advertising; Consumer Products; Technology
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