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

1 Faculty News February 17, 2014 ![Inc. logo](/sites/default/files/styles/246w/public/assets/images/con_032188.jpg?itok=e-_825Cu)>

Excerpt from [Inc.](http://www.inc.com/erik-sherman/social-networks-can-make-your-brand-fragile.html) -- "[Damodaran](http://www.stern.nyu.edu/faculty/bio/aswath-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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