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Prof. Aswath Damodaran's research on the value of branding is cited

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Excerpt from Inc. -- "Damodaran valued Coca-Cola's business at $79.6 billion, while the value of Cott was limited to $15.4 billion. To figure out the pricing premium, he simply subtracted Cott's value from Coca-Cola's value, arriving at a $64.2 billion total worth for Coke's brand alone."

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