DOI
10.1057/palgrave.bm.2550142
Abstract
Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the proposed theoretical separation. The authors argue that firms are continually attempting to ‘chase’ the appropriable value of their brands—defined as the theoretical maximum value that a brand could achieve if all brand equity were fully leveraged. Implications for developing measures of brand value are discussed.
Document Type
Article
Publication Date
2009
Publisher Statement
Copyright © 2009 Palgrave Macmillan.
The definitive version is available at: http://www.palgrave-journals.com/bm/journal/v16/n4/full/2550142a.html
DOI: 10.1057/palgrave.bm.2550142
Full Citation:
Raggio, Randle D., and Julian Treasure. "Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value." Journal of Brand Management 16, no. 4 (2009): 248-63. doi:10.1057/palgrave.bm.2550142.
Recommended Citation
Raggio, Randle D. and Leone, Robert P., "Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value" (2009). Marketing Faculty Publications. 8.
https://scholarship.richmond.edu/marketing-faculty-publications/8