Okay amigos, tell me how much George Clooney's favorite tequila brand is worth
Let’s start with a confession: try as he may, this blogger still finds the valuation of trademarks and brands a bit of a black box. For sure, there are some fine books that attempt to explain how this kind of valuation is done (see, here , for example, the excellent book by Gordon Smith and Susan Richey, Trademark Valuation: A Tool for Brand Management ). But the sense of unease remains. Against this backdrop, the following headline that appeared on reuters.com on Thursday grabbed his attention: “Diageo to buy George Clooney’s tequila for up to $1 billion.” Diageo , despite being saddled with one of the worst rebranded company names in recent memory, has managed to become the world’s largest spirits maker. Recently, it has taken an increasing interest in the high-growth market for tequila. Enter “Casamigos” (meaning “house of friends” in Spanish), which was established only in 2013 by actor George Clooney, entrepreneur Rande Gerber , the spouse of supermodel Cindy Crawford , and rea...