Brand management: theory and practice

List of illustrations

List of tables

List of boxes

Foreword Leslie de Chernatony

Preface

Acknowledgements

Part I. Setting the scene

1. Introduction

2. Key words in brand management

3. Overview: brand management 1985-2006

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

Part III. Taxonomy

11. Taxonomy of brand management 1985-2006

Index