ABSTRACT
This chapter introduces the reader to key words often used in brand management; it
does not offer an extensive step-by-step description of the reasoning behind branding
as such. Where the seven chapters about different approaches to brand management
focus on how the field of brand management has evolved over time and aim at facil-
itating a thorough understanding of the different approaches, rather, the idea in this
chapter is to give the reader an overview of key terms to be familiar with when
understanding what brand management is all about on a daily managerial basis.
