The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning

28 Pages Posted: 4 Apr 2006

See all articles by Randle D. Raggio

Randle D. Raggio

Robins School of Business, University of Richmond

Robert P. Leone

Texas Christian University - M.J. Neeley School of Business

Date Written: March 3, 2006

Abstract

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this article, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.

Keywords: brand equity, brand value, marketing strategy

Suggested Citation

Raggio, Randle D. and Leone, Robert P., The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning (March 3, 2006 ). Available at SSRN: https://ssrn.com/abstract=894109 or http://dx.doi.org/10.2139/ssrn.894109

Randle D. Raggio

Robins School of Business, University of Richmond ( email )

Richmond, VA 23173
United States
804-289-8593 (Phone)

Robert P. Leone (Contact Author)

Texas Christian University - M.J. Neeley School of Business

Fort Worth, TX 76129
United States

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