You are asked to determine the value of the Costco Brand. Costco is a big box retailer that dominates this segment of the retail market due to (1) High Quality Products (2) Reasonable prices and (3) Generous Return Policy Finding a generic comparison is a bit difficult, but you decide Big Lots, the big retailer that competes solely on price is a good proxy for a generic retailer. BigLots Costco Stock Price 40.00 600.00 # of Shares (Million) 31.00 440.00 Debt ($ Billion) 1.86 17.00 Cash ($ Billion) 0.10 12.00 Sales ($ Billion) 6.15 210 EBITDA ($ Billion) 0.384 9.434 Net Profits ($ Billion) 0.178 5.123 Given the day in the above exhibit, what is the Brand Value of Costco? $183 Billion $195 Billion $167 Billion