Chasing brand value: Fully leveraging brand equity to maximise 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, 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 brandsdefined 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. © 2009 Palgrave Macmillan.