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A comprehensive textbook offering a multidisciplinary analysis of brand management approaches developed over recent decades. Heding, Knudtzen and Bjerre explore seven distinct schools of thought — economic, identity, consumer-based, personality, relational, community and cultural — articulating their assumptions, theories, methods and managerial implications to provide insight into how brands can be understood and strategically managed.

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245: $a: Brand Management: Research, Theory and Practice
245: $b:
082: $a:
100: $a: Tilde Heding & Charlotte F. Knudtzen & Mogens Bjerre
650: $a: Marketing
250: $a:
440: $v:
250: $b: Routledge
250: $c: 2009
020: $a: 9780415443272
300: $a: 267