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Its sort of like asking how much you could buy the Coke brand from Coke. Doesn't make much sense because its worth the most to the Coca cola company, so you'd never find anyone who'd pay enough for it unless they were crazy....
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People will pay billions for brand names. For example, the "new AT&T" is not actually AT&T buying cingular and bellsouth. Rather it is SBC who bought all three companies, and decided that the value of the brand name AT&T is so high, much higher then "SBC", and much higher then Bellsouth and Cingular, that they changed the name of their own company from SBC to AT&T. There are countless other examples of companies buying the brand name of another company just for the name.