Progblem
1. What is the price differential between branded Nyquil and private label substitutes (Hint: look at CVS)? Are close substitutes available for Nyquil? Do you think that Nyquilis avaluable brand?
2. How would you determine the brand value of Contadina to mato products?
3. What is a transfer payment? How are comparables used in transfer price litigation? Did Dr. Dubinuse comparables in establishing trademark values in the Nestle case?
4. Why did Nestleacquire Carnation?
5. What are some of the ways that brand and trademark values are estimated?