Brand Market Values vs. Evaluations

We had written last year about an auction of some 159 brands. How did it go? has a report about the results:

Shearson, the financial brand, fetched $45,000.
Meister Brau, the prototypical light beer, went for $32,500.
Handi-Wrap brought in $30,000.
Shower Mate, Sun and Surf, Continental Illinois and others were sold for less than $10,000 a piece.
Collier’s, the weekly magazine was purchased for $2,000. Equally, The Linen Closet, Infoseek, Sports Heroes and Big Yank.
Computer City and the Financial Corp. of America went for $1,000.

These are real market values, not “expert estimates”.