That's the definition of a bad brand. A truly good brand cannot be bought and sold in that way, takes decades to earn the trust of its rabid fan base, and with

That's the definition of a bad brand. A truly good brand cannot be bought and sold in that way, takes decades to earn the trust of its rabid fan base, and with every slight imperfection creates legions of haters that declare the brand 'over'. E.g. Apple. But at the end of the day, Apple earns its margins with its brand, and entirely its brand.