Contents
List of illustrations vii
List of tables x
List of boxes xi
Foreword Leslie de Chernatony xiii
Preface xv
Acknowledgements xviiPART I
Setting the scene 1
1 Introduction 3
2 Key words in brand management 9
3 Overview: brand management 1985–2006 20
PART II
Seven brand approaches 27
4 The economic approach 29
5 The identity approach 47
6 The consumer-based approach 83
7 The personality approach 116
8 The relational approach 151
9 The community approach 181
10 The cultural approach 207