It's pretty much guaranteed to go down initially, because you're basically creating 2 separate chains for the same amount of (perceived) value. Keep in mind that this split is different than what happened with ETH/ETC, since the former was split as a way to correct for hacked money, whereas the BTC/BCC represents an actual fracture in the community due to differences in where they want the currency to go. Nobody knows what's going to really happen, but if history is any gauge, splintering factions generally aren't a good thing.

It's pretty clear that there's a lot of confusion going on in the space right now, and I don't know if most people really understand what's really going to happen. I see the BTC price slowly climbing in the last few days, and it gets me wondering if people think that they're going to get "free money" on Aug 1st so they're trying to load up as much as they can before the date. If that's the case, there's going to be a lot of panic selling going on immediately after the fork when they find out that the combined amount still won't equal what they initially put in.