Brand Management: Research, Theory And Practice -

: The book is best known for categorizing brand management into seven distinct schools of thought: economic, identity, consumer-based, personality, relational, community, and cultural .

: It is widely used in business schools, such as Copenhagen Business School. Critical Reception Brand Management: Research, theory and practice

Experts from both academia and the industry have provided positive feedback on the text: : The book is best known for categorizing

: Within each approach, the authors analyze four layers: the scientific tradition , the underlying nature of the brand , the perception of the consumer , and managerial implications . the underlying nature of the brand