CASE STUDY Intangible Business Ltd The Cavern Club Service Territory Sector Brand Planning and Strategy Global Music Valuation Entertainment Brief Cavern City Tours Limited asked Intangible Business to value the Cavern Club brand. The purpose was to put the brand on the balance sheet in accordance with accounting standards. Brand characteristics and findings The Cavern Club brand is intrinsically linked to the Beatles and the Liverpool music scene, which imparts it with unique iconic brand characteristics and appeal as a venue of significant importance to British culture and the music scene on a global level. The brand is truly transnational, appealing to all people from all nations who appreciate its heritage and importance to moder

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