TY  - BOOK
AU  - Heding, Tilde
AU  - Knudtzen, Charlotte F.
AU  - Bjerre, Mogens
TI  - Brand Management: Research, Theory and Practice
SN  - 9781138804692
U1  - 658.827 
PY  - 2016///
CY  - Oxon
PB  - Routledge
KW  - Brand Name Products - Management
KW  - Branding (Marketing)
N1  - Part I: Setting the scene
1. Introduction
2. Overview: brand management 1985-2015
3. Taxonomy of brand management 1985

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: Other perspectives
11. Other categorizations of brand management
12. Keywords in brand management
ER  -