The New York Yankees have the most powerful brand name in all of American sports, according to a recent study released by FutureBrand, a brand consulting company.

The team's nickname and interlocking "NY" logo is worth $334 million, according to the firm.

	Location, location, location ...
	Six of the 10 most valued sports brands belong to teams located in the nation's top three markets:
	Team	Brand Value
	New York Yankees	$334 million
	Dallas Cowboys	$300 million
	Los Angeles Lakers	$272 million
	New York Knicks	$236 million
	Washington Redskins	$191 million
	New York Giants	$167 million
	Chicago Bulls	$156 million
	New York Rangers	$155 million
	Green Bay Packers	$153 million
	Detroit Red Wings	$152 million
	Source: FutureBrand

The study determined the value of each brand by calculating revenue streams and profits, considering team popularity and fan base, and factors that affected fan interest, size of media market, winning percentage, stadium operations and the growth of the particular sport.

Forbes magazine valued the entire Yankees club at $730 million. The FutureBrand study is meant to determine how much the Yankees logo and name would be worth for a person wishing to buy the team.

"When teams are selling these days, the potential new owner has to calculate what all the assets are worth," said Sebastian Shapiro, director of brand evaluation for the company. "Along with the costs associated with personnel such as the players and the management, there are the costs of the rights to take over the brand."

At $334 million, Shapiro said the Yankees brand is worth about the same as the value of the Four Seasons Hotel chain brand.

Although the Dallas Cowboys, which Forbes values at $743 million, have fallen on hard times in recent years, the team's brand value was the second highest at $300 million.

Ownership also can significantly affect a brand's value. "Top owners are always thinking about how to sell more merchandise and to make their appeal more diversified," Shapiro said.

Dallas Mavericks owner Mark Cuban will help the Dallas Mavericks brand gain value in future years, Shapiro said. FutureBrand valued the Mavericks brand at $29 million, which puts it at 68th among the 80 teams evaluated.

Darren Rovell covers sports business for ESPN.com. He can be reached at Darren.Rovell@ESPN.com.