ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book aims to the eight brand approaches, the literature analysis they stem from and arguments supporting the importance of understanding these approaches separately before combining them in real-life brand management strategies. It provides an overview of the chronological development brand management has undergone since it became a management priority in the mid-1980s and until 2020. The book presents a precise overview of the chronological development of brand management. It is an overview as well as a checklist. The book deals with an introduction to key elements in brand management and brand management strategy. Brand Management: Research, Theory and Practice presents each approach separately and as an ‘ideal type’ based on the conviction that understanding the exact content of each approach and its origin will better equip the reader to combine different approaches, when in an educational or a managerial setting.
