Heding T., Knudtzen C., Bjerre M. Brand Management: Research, Theory and Practice

London, New York: Routledge, 2009. — 286 p. — ISBN 0415443261, 9780415443265.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.