How much would you pay for a brand?

Meister Brau, first sold in Chicago in the 1890s at a brewery founded by a Prussian immigrant and eventually sold to Miller Brewing Co., occupies an important place in U.S beer history as the precursor to Miller Lite, and now it can be yours, reports


It is one of 150 trademarks that span 13 categories ranging from toys to personal-care products that will be auctioned off on December 8 in New York at the Waldorf Astoria or via online bidding. The trademarks were acquired over the years by Michael Reich, CEO of Brands USA Holdings, who is ready to sell them.


Other trademarks include American Brands Inc., the former name of Fortune Brands; Handi-Wrap, a plastic wrap once sold by Dow; Lucky Whip, a dessert topping first sold in 1958; Braniff International, a Dallas-based airline that ended service in 1982; Pom Poms, a chocolate candy similar to Milk Duds; Snow Crop, Fruit Bombs; Old Soda Shoppe; Barrelhead; Allsweet (Sweetners); Breakfast Mates; Cheez Kisses; Cocomalt; Crustquick; Snack Mate; Snow Crop; Splitabanana; Squeeze A Snack and Stir 'N Frost. There's even a not-so-old tech brand up for sale: Infoseek.

Racebook is touting the auction as an opportunity to give buyers "the chance to acquire [trademarks] for a fraction of [their] value and re-establish [them] for commercial use," noting that 30 percent of the trademarks will not carry bidding minimums.