: 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 book is best known for categorizing brand management into seven distinct schools of thought: economic, identity, consumer-based, personality, relational, community, and cultural . Brand Management: Research, theory and practice
Experts from both academia and the industry have provided positive feedback on the text: : Within each approach, the authors analyze four
: 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 book is best known for categorizing brand management into seven distinct schools of thought: economic, identity, consumer-based, personality, relational, community, and cultural .
Experts from both academia and the industry have provided positive feedback on the text: