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Brand Management: Research, Theory and Practice

By: Contributor(s): Material type: TextTextPublication details: Routledge 2016 OxonEdition: 2nd edDescription: 307pISBN:
  • 9781138804692
Subject(s): DDC classification:
  • 658.827 HED
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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

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