Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue

Journal of Brand Management

Volumn 17, Issue 1, 2009, Pages 1-5

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

^a LOUISIANA STATE UNIVERSITY   (United States)

^b TEXAS CHRISTIAN UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 70349596899     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2009.16     Document Type: Editorial

References (7)

1. For example, see Clifton, R. (2009) Brand valuation: From marketing department to boardroom. Market Leader (44): 51-54.
2. Also,Hull, J. (2009) How marketers should use brand valuation. Market Leader (42): 51-55.
3. Mizik, N. and Jacobson, R. (2008) The fi nancial value impact of perceptual brand attributes. Journal of Marketing Research 45(February): 15-32.
4. Luchter, L (2009) Downturn stripped bank brands of value. MediaPost News: Marketing Daily, 18 February.
5. 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 14(May): 380-395.
6. Raggio, R.D. and Leone, R.P. (2009) Chasing appropriable value: Fully leveraging brand equity to maximize brand value. Journal of Brand Management 16(January): 248-263.
7. We invited a number of leading valuation companies to contribute to the special issue and received submissions from Millward Brown and IPSOS.