Efnisyfirlit

• Cover
• Half Title
• Title
• Copyright
• Contents
• List of figures
• List of tables
• List of boxes
• Acknowledgements
• Preface
• Part I Setting the scene
• 1 Introduction
• 2 Overview: brand management 1985–2020
• 3 Taxonomy of brand management 1985–2020
• Part II Eight 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
• 11 The sensory approach
• Part III Other perspectives
• 12 Other categorizations of brand management
• 13 Keywords in brand management
• Index