Introduction

Branding is the talk of the town. Corporations spend millions planning and imple-

menting brand activities. New research is published and frameworks are

developed on a daily basis in the attempt to find the holy grail of brand

management. Since the mid-80s, in particular, researchers and practitioners alike

have explored the domain, scope and potential of the brand. Many different

concepts, theoretical frameworks and ideas have seen the light of day and, as a

result, a wide spectrum of different perspectives on how a brand ought to be

conceptualized and managed is in play today. Therefore, to obtain an overview of

the field of brand management is an overwhelming task.