ABSTRACT
The taxonomy provides much detail to enhance understanding of brand management, both when it comes to width and when it comes to depth. The fact that the taxonomy proposes eight approaches to brand management provides a very detailed insight into the subject. The time of origin of each brand approach is more or less precise. Some of the approaches are born from a specific, groundbreaking article introducing a whole new brand perspective. The arrows reflect the implied perception of the brand value creation in the brand–consumer exchange. The managerial implications of each approach are complex, but we have tried to sum them up in eight different central words or expressions. The managerial key words evolve from reflecting control with the process of brand value creation to key words reflecting a perception of the brand manager having to acknowledge the influence of other forces on the brand value creation.
