Assessing long-term brand potential


Long-term brand value depends on how well a firm understands and recognises the potential of a brand, as well as how well a firm capitalises on that brand potential in the marketplace. Realising this potential, in turn, depends on maximising long-term brand persistence and growth. Brand persistence comes from current customers maintaining their spending on the brand; brand growth results from current customers increasing their spending and from new customers being attracted to the brand in the future. Based on this conceptualisation, guidelines are offered and future research directions suggested.

This is a preview of subscription content, access via your institution.

Figure 1
Figure 2


  1. Ailawadi, K.L., Lehmann, D.R. and Neslin, S.A. (2003) Revenue premium as an outcome measure of brand equity. Journal of Marketing 67 (October): 1–17.

    Article  Google Scholar 

  2. Srivastava, R.K. and Shocker, A.D. (1991) Brand Equity: A Perspective on its Meaning and Measurement. Cambridge, MA: Marketing Science Institute. MSI Working Paper 91-124.

  3. Raggio, R. and Leone, R.P. (2007) The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand Management 14(5): 380–395.

  4. Badhir, S.C., Bharadwaj, S.G. and Srivastava, R.K. (2008) Financial value of brands in mergers and acquisitions: Is value in the eye of the beholder? Journal of Marketing 72 (November): 49–64.

  5. Epstein, M. and Westbrook, R.A. (2000) Linking actions to profits in strategic decision making. MIT Sloan Management Review 42 (Spring): 39–49.

    Google Scholar 

  6. Keller, K.L. and Lehamnn, D. (2003) How do brands create value? Marketing Management 12(3): 26–31.

  7. Srivastava, R.K., Shervani, T.A. and Fahey, L. (1998) Market-based assets and shareholder value. Journal of Marketing 62 (February): 2–18.

    Article  Google Scholar 

  8. Rust, R.T., Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. (2004) Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing 68 (October): 76–89.

    Article  Google Scholar 

  9. Aaker, D.A. (1991) Managing Brand Equity. New York: Free Press.

    Google Scholar 

  10. Aaker, D.A. (1996) Building Strong Brands. New York: Free Press.

    Google Scholar 

  11. Aaker, D.A. and Joachimsthaler, E. (2000) Brand Leadership. New York: Free Press.

    Google Scholar 

  12. Kapferer, J.N. (2005) The New Strategic Brand Management. London: Kogan-Page.

    Google Scholar 

  13. Keller, K.L. (2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd edn. Upper Saddle River, NJ: Prentice-Hall.

    Google Scholar 

  14. Keller, K.L. and Lehmann, D. (2006) Brands and branding: Research findings and future priorities. Marketing Science 25 (November–December): 740–759.

    Article  Google Scholar 

  15. Keller, K.L. and Aaker, D.A. (1992) The effects of sequential introduction of brand extensions. Journal of Marketing Research 29 (February): 35–50.

    Article  Google Scholar 

  16. Gerzema, J. and Lebar, E. (2008) The Brand Bubble. San Francisco, CA: Jossey-Bass.

    Google Scholar 

  17. Cripps, J.D. (1994) Heuristics and biases in timing the replacement of durable products. Journal of Consumer Research 21 (September): 304–318.

    Article  Google Scholar 

  18. Lindemann, J. (2003) Brand valuation. Pool 24(Autumn),

  19. Völckner, F. and Sattler, H. (2006) Drivers of brand extension success. Journal of Marketing 70 (April): 18–34.

    Article  Google Scholar 

Download references

Author information



Corresponding author

Correspondence to Kevin Lane Keller.

Rights and permissions

Reprints and Permissions

About this article

Cite this article

Keller, K., Lehmann, D. Assessing long-term brand potential. J Brand Manag 17, 6–17 (2009).

Download citation


  • brand potential
  • brand equity
  • brand value
  • brand vision
  • brand actualisation
  • brand growth