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Cost is always dependent upon the value of the product. A franchise nickname is not simply that. It is marketing. It is merchandising. It is public relations.I think it all depends on who holds the trademark, right? If it's someone like me, you offer me a million bucks, i'll take it. I'm not rich, but I'm in the top 10-15% in net worth going by the statistics. I'm not going to turn down a million dollar offer. I don't think the cost would be astronomical unless the owner is already wealthy.
Take those variables and include the consideration that the prospective buyer is a multi-billion dollar company operating within an even greater multi-billion dollar industry. A million dollars would be an absolute steal.
Could the name sell that low? Certainly. Could a bid be negotiated for $20 to $50 million minimum? As a one-time purchase? I do not see why that would not be absolutely doable. The Washington franchise would quickly recoup that investment in short order.