USC is worth more as a brand than Oregon, Stanford and Washington combined. That will always be the case no matter how many mediocre seasons USC cranks out. Nebraska is worth more than those three brands combined too. That's why the Big 10 wanted them.
Part of brand value is exactly the point being made here . . . it's separate from winning. Cubs, RedSox, Cowboys, Green Bay, Lakers, Celtics . . . values are divorced from winning.