What's a brand worth?

Branding is a really interesting science. Intellectual property law is one of my favorite hobbies. I try to keep up with it on a regular basis. Thanks for the interesting post.

I think can back, not too long ago, when K-mart was falling on hard times; a commantator on TV ask the question is this the end of this particular brand. And obviously the anserw was no. K-mart has been planted in most Americans minds too deeply for it to go away. This being said branding is 99% of good marketing. Thanks for making me think.

Spencer - I googled the report... I was looking for real estate branding, but they didn't have it.