chosen background of research articles and Kuhnian philosophy of science has
provided the taxonomy with a detailed and logical structure based on the intercon-
nectedness between assumptions, theories, methods and data and managerial
implications. This structure provides the reader with a thorough and deep under-
standing of brand management as an academic discipline, and it is our hope that it
is a step in the direction of understanding the elusive nature of the brand better.
References and further reading
Bjerre, M., Heding, T. and Knudtzen, C. (2008), ‘Using the dynamic paradigm funnel to
analyse brand management’, in K. Tollin and A. Caru (eds) Strategic Market Creation: A
New Perspective on Marketing and Innovation Management,Chichester: Wiley
Goodyear, M. (1996), ‘Divided by a common language: diversity and deception in the
world of global marketing’, Journal of the Market Research Society, 38 (2): 105–23
Holt, D. B. (2004), How Brands Become Icons: the Principles of Cultural Branding,
Boston MA: Harvard Business School Press
Louro, M. J. and Cunha, P. V. (2001), ‘Brand management paradigms’, Journal of
Marketing Management, 17: 849–75
258 Taxonomy