Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre
Imprint
London : Routledge, 2009
Edition
1st ed
Descript
xviii, 267 p. ; 23 cm
CONTENT
Setting the scene : Key words in brand management -- Overview : brand management 1985-2006 -- Seven brand approaches : the economic approach -- The identity approach -- The consumer-based approach -- The personality approach -- The relational approach -- The community approach --The cultural approach -- Taxonomy : Taxonomy of brand management 1985-2006