ABSTRACT

This chapter provides an overview of how brand management has developed from

its first hesitant beginning in 1985 and onwards. As described in the introduction, we

have identified seven brand approaches forming the backbone of this book. But

before going into detail with the seven approaches in Part II, we will present them

briefly and explore the overall evolution that has taken place in brand management

between 1985 and 2006. Weaknesses of one approach often lead to the development

of a new one and this interconnectedness of the seven brand management

approaches is briefly introduced in this chapter. This overview of how brand

management has evolved, the seven approaches, and the environmental drivers and

changes that have triggered this evolution will facilitate the further reading and

enable the reader to understand how the seven brand approaches are interconnected.