Chasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value

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 1 , this conceptual article 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. Chasing Brand Value 2 " Brand equity is often equated with brand valuation but that is like confusing your house (asset) with its financial worth (price) 2 " INTRODUCTION