Chasing brand value: Fully leveraging brand equity to maximise brand value

Journal of Brand Management

Volumn 16, Issue 4, 2009, Pages 248-263

  Raggio, Randle D ^a   Leone, Robert P ^b  

^a LOUISIANA STATE UNIVERSITY   (United States)

^b TEXAS CHRISTIAN UNIVERSITY   (United States)

Author keywords

Brand equity; Brand management; Brand value; Metrics; Valuation

Indexed keywords

EID: 67650251286     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/palgrave.bm.2550142     Document Type: Article

References (64)

1. Ambler, T. (2000) 'Marketing and the Bottom Line', FT Prentice Hall, London, p. 5 (emphasis in original).
2. Raggio, R. D. and Leone, R. P. (2007) 'The theoretical separation of brand equity and brand value:Managerial implications for strategic planning', Journal of Brand Management , Vol. 14, No. 5, pp. 380-395.
3. Raggio and Leone, ref. 2 above.
4. Mizik, N. and Jacobson, R. (2003) 'Trading off between value creation and value appropriation:The financial implications of shifts in strategic emphasis', Journal of Marketing , Vol. 67 (January), p. 63.
5. Barth, M. E., Clement, M. B., Foster, G. and Kasznik, R. (1998) 'Brand values and capital market valuation', Review of Accounting Studies , Vol. 3, pp. 41-68.
6. Simon, C. J. and Sullivan, M. W. (1993) 'The measurement and determinants of brand equity:A financial approach', Marketing Science , Vol. 12 (Winter), pp. 28-52.
7. Cravens, K. S. and Guilding, C. (2001) 'Brand value accounting:An international comparison of perceived managerial implications', Journal of International Accounting, Auditing & Taxation , Vol. 10, pp. 197-221.
8. Simon, C. J. and Sullivan, M. W. (1993) 'The measurement and determinants of brand equity:A financial approach', Marketing Science , Vol. 12 (Winter), pp. 28-52.
9. Kerin, R. A. and Sethuraman, R. (1998) 'Exploring the brand value-shareholder value nexus for consumer goods companies', Journal of the Academy of Marketing Science , Vol. 26 (Fall) pp. 260-273.
10. Kallapur, S. and Kwan, S. Y. S. (2004) 'The valuerelevance and reliability of brand assets recognized by UK firms', Accounting Review , Vol. 79 (January), pp. 151-172.
11. Madden, T. J., Fehle, F. and Fournier, S. (2006) 'Brands matter:An empirical demonstration of the creation of shareholder value through branding', Journal of the Academy of Marketing Science , Vol. 34 (Spring), pp. 224-235.
12. Simon and Sullivan, ref. 8 above.
13. Raggio and Leone, ref. 2 above.
14. Raggio and Leone, ref. 2 above.
15. See Mizik and Jacobson, ref. 4 above, for a discussion of 'appropriating' value.
16. Feder, B. J. (1997) 'Quaker bites the bullet, sells snapple to triarc', The New York Times , March 28, as quoted in Raggio and Leone, ref. 2 above.
17. Srivastava, R. K. and Shocker, A. D. (1991) 'Brand equity:A perspective on its meaning and measurement', MSI Working Paper Series, Report No. 91-124. International Journal of Forecasting , Vol. 3, No. 3 (September), pp. 463-478.
18. Keller, K. L. (1993) 'Conceptualizing, measuring, managing customer-based brand equity', Journal of Marketing , Vol. 57 (January), pp. 1-22.
19. Keller, K. L. and Lehmann, D. R. (2002) 'The brand value chain:Optimizing strategies and financial brand performance, ' Working paper (see p. 1), Dartmouth College, Hanover, NH.
20. Krishnan, H. S. (1996) 'Characteristics of memory associations:A consumer-based brand equity perspective', International Journal of Research in Marketing , Vol. 13 (October), pp. 389-405 (see p. 390).
21. Rust, R. T., Lemon, K. N. and Zeithaml, V. A. (2004) 'Customer-centered brand management', Harvard Business Review , Vol. 82 (September), p. 9, 110-118 (see p. 118).
22. Simon and Sullivan, ref. 7 above, see p. 29.
23. Jones, R. (2005) 'Finding sources of brand value:Developing a stakeholder model of brand equity', Journal of Brand Management , Vol. 13 (October), pp. 10-32 (see pp. 11, 13).
24. Raggio and Leone, ref. 2 above.
25. Ailawadi, K. L., Lehmann, D. R. and Neslin, S. A. (2003) 'Revenue premium as an outcome measure of brand equity', Journal of Marketing , Vol. 67 (October), pp. 1-17.
26. Ailawadi, Lehmann and Neslin, ref. 22 above.
27. Ailawadi, Lehmann and Neslin, ref. 22 above, p. 1 (italics in original).
28. Srivastava and Shocker, ref. 15 above.
29. Faircloth, J. B., Capella, L. M. and Alford, B. L. (2001) 'The effect of brand attitude and brand image on brand equity', Journal of Marketing Theory and Practice , Vol. 9 (Summer), pp. 61-75 (see p. 61).
30. Clifton, R. and Simmons, J., (eds.) (2004) 'Brands and Branding', Bloomberg Press, Princeton, NJ.
31. Ward, S., Light, L. and Goldstine, J. (1999) 'What high-tech managers need to know about brands', Harvard Business Review , Vol. 77 (July-August), pp. 85-95.
32. Raggio and Leone, ref. 1 above.
33. See Keller, K. L. (2003) 'Brand synthesis:The mulidimensionality of brand knowledge', Journal of Consumer Research , Vol. 29 (March), pp. 595-600, for a complete discussion of how brand knowledge contributes to brand equity.
34. Jones, ref. 20 above.
35. Thompson, S. (1997) 'Frito DSD could revive cracker jack', Brandweek , Vol. 38, No. 38, p. 16.
36. Hartnett, M. (2000) 'Cracker jack', Advertising Age , Vol. 71, No. 27, p. 22.
37. Barney, J. B. (1986) 'Strategic factor markets:Expectations, luck and business strategy', Management Science , Vol. 42, pp. 1231-1241.
38. Eg Ibid .
39. Leone, R. P. (1987) 'Forecasting the effect of an environmental change on market performance',
40. Raggio and Leone, ref. 2 above.
41. Ad Age (2006) '100 leading national advertisers, ' Special Report:Profiles Supplement, June 26.
42. Krishnan, ref 16 above.
43. Rao, V. R., Agarwal, M. K. and Dahlhoff, D. (2004) 'How is manifest branding strategy related to the intangible value of a corporation', Journal of Marketing , Vol. 68 (October) pp. 126-141.
44. Del Vecchio, D., Jarvis, C. B. and Klink, R. R. (2003) 'Brand equity in resource market exchanges:Leveraging the value of brands beyond product markets', Working Paper, University of Kentucky.
45. Ibid .
46. Gupta, S., Lehmann, D. R. and Stuart, J. A. (2004) 'Valuing customers', Journal of Marketing Research , Vol. 41 (February) pp. 7-18.
47. Ibid .
48. Ibid .
49. Blattberg, R. C. and Deighton, J. (1996) 'Manage marketing by the customer equity test', Harvard Business Review , Vol. 74 (July-August), pp. 136-144.
50. Rust, R. T., Lemon, K. N. and Zeithaml, V. A. (2004) 'Return on marketing:Using customer equity to focus marketing strategy', Journal of Marketing , Vol. 68 (January), 1, pp. 109-127.
51. Rust, Lemon, and Zeithaml, ref. 18 above.
52. Cravens and Guilding, ref. 7 above.
53. C.f., Keller, K. L. (2003) 'Strategic Brand Management:Building, Measuring, and Managing Brand Equity, 2nd edn Prentice-Hall, Upper Saddle River, NJ.
54. Barney, J. B. (1991) 'Firm resources and sustained competitive advantage', Journal of Management , Vol. 17 (March), pp. 99-120.
55. Keller, ref. 53 above.
56. Cravens and Guilding, ref. 7 above.
57. Ibid .
58. Cravens and Guilding, ref. 7 above, p. 212.
59. Koenig, B. and Lippert, J. (2007) 'Ford motor seeks buyers for Volvo, Jaguar, Land Rover', www.Bloomberg.com, viewed June 11.
60. As quoted in Koenig and Lippert, Ibid .
61. Eg Barney, ref. 39 above.
62. Rust, Lemon, and Zeithaml, ref. 50 above.
63. Del Vecchio, Jarvis, and Klink, ref. 44 above.
64. Barth, Clement, Foster and Kasznik, ref. 5 above. See p. 62.