Book2009

Brand Management: Research, Theory and Practice

Tilde Heding · Charlotte F. Knudtzen · Mogens Bjerre

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Part I: Setting the scene 1. Introduction 2. Overview: brand management 1985-2015 3. Taxonomy of brand management 1985-2015 Part II: Seven brand approaches 4. The economic approach 5. The identity approach 6. The consumer-based approach 7. The personality approach 8. The relational approach 9. The community approach 10. The cultural approach 11. Other categorizations of brand management 12. Keywords in brand management

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