The Prestige Bias: Why We Overvalue Brands We Recognize in Comparable Company Analysis
There’s a peculiar ritual that plays out in conference rooms across the financial world. An analyst presents a valuation model, and somewhere in the deck sits a page titled “Comparable Company Analysis.” The companies listed there read like a guest list to an exclusive party: Apple, Google, Microsoft. Everyone nods. The analysis feels solid, defensible, […]
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