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Valuation of Damage


In the context of a litigation dealing with reputational damage, initiated by a multinational group operating in the automotive industry, VVA Expert Opinion, acting as court-appointed expert, coordinated the activities performed by the opponents’ consultants and drafted the final report.



In light of the content of a message broadcast in the course of a television programme, a multinational group operating in the automotive industry sued the broadcaster for reputational damage. As court-appointed expert, VVA EO indicated to the opponents’ consultants the methodological approach that had to be followed. The approach contemplated the analysis of the brand perception trends before and after the broadcast of the programme, the weekly sales trend and the decay rate of the recall of the contents. The set of the analysis permitted the presence of the causal nexus between the broadcast of the deceptive message and the deterioration of reputational value to be ascertained, and the economic consequences to be appraised.



Upon termination of the hearings, the court acknowledged the economic damage on the basis of conclusions contained in the final report.