Brand Management: Research, theory and practice

semiotics, and deconstruction of meaning
216, 225–26
signalling theory 38–39
Snapple, iconic brand 218– 219, 239
social brand perspective 184, 185, 196
Starbucks 208, 221b
subcultures of consumption 187, 190–91

taxonomy, of brand management: brands,
roles of 250–51; categorizations,
comparison of 256–57; community
approach 247; consumer-based approach
246; cultural approach 247; economic
approach 246; four brand management
paradigms 251–53, 257; four branding
models 253, 255–56, 257; ‘ideal type’
presentations 248; identity approach
246; key words 248–49; methods 248;
personality approach 247; relational

approach 247; research articles, use of

249, 257–58; scientific tradition 248;

seven approaches, overview of 245–48;

supporting themes 249

textbook models, of brand management 4

transaction cost theory: brand-consumer

exchange 32–34; brand management

36b; economic man concept 35;

‘invisible hand’ principle 35; rational

choice 36; transaction costs 35–36

triadic brand relationship 182–83, 184

triangulation, data 194

viral branding model 255, 256

Virgin 141b

Volkswagen ‘Beetle’ community 198

Young & Rubicam 148, 176

YouTube 190

Subject Index 267