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

商品編號: 9-518-066
出版日期: 2018/01/15
作者姓名:
Avery, Jill
商品類別: Marketing
商品規格: 24p

再版日期: 2019/10/22
地域: Europe;Italy;United Arab Emirates;United Kingdom;United States
產業: Arts, entertainment & sports;Auction houses
個案年度: 2017 -  2017

 


商品敘述:

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.


涵蓋領域:

Auctions;Brand valuation;Branding;Brands;Consumers;Marketing;Marketing strategy


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