Contents
List of illustrations List of tables List of boxes Foreword Leslie de Chernatony Preface Acknowledgements
vii x xi xiii xv xvii
PART I
Setting the scene
1
1
Introduction
3
2
Key words in brand management
9
3
Overview: brand management 1985–2006
20
PART II
Seven brand approaches
27
4
The economic approach
29
5
The identity approach
47
6
The consumer-based approach
83
7
The personality approach
116
8
The relational approach
151
9
The community approach
181
10 The cultural approach
207
vi Contents PART III
Taxonomy
243
11 Taxonomy of brand management 1985–2006
245
Index
260