What is a brand really worth, and how do you prove it?

In this project, I combine finance and brand strategy to assess Spotify’s market value and strategic trajectory. As part of my MSc in International Marketing & Finance, I used valuation tools like DCF, comparables, and sensitivity analysis to model outcomes based on brand-centric levers, such as premium adoption, ad monetization, and AI personalization.

From podcasts to pricing power, this case explores how consumer perception, loyalty, and content innovation shape long-term shareholder value.

This work reflects my ability to blend analytical rigor with strategic storytelling, bridging business valuation and brand insight for smarter investment thinking.