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 Nyquil is a valuable brand?

2.How would you determine the brand value of Contadina tomato products?

3.What is a transfer payment? How are comparables used in transfer price litigation? Did Dr. Dubin use comparables in establishing trademark values in the Nestle case?

4.Why did Nestle acquire Carnation?

5.What are some of the ways that brand and trademark values are estimated?