ABSTRACT
After having guided you through the seven brand approaches, in this chapter we
provide an overview of the different perspectives on key subjects in brand
management reflected in the seven approaches to brand management. The taxonomy
(figure 11.1) sums up the key learning points from the seven approach chapters. The
background of this book and taxonomy is a systematic analysis of 300+ brand
management research articles spanning the period of 1985-2006. The analysis has
been executed in accordance with the logic of the methodology The Dynamic Paradigm Funnel (Bjerre, Heding and Knudtzen 2008). The Dynamic Paradigm Funnel is based on theory about how science evolves: the philosophy of science developed by Thomas Kuhn. The result of this extensive analysis – a new taxonomy
of brand management consisting of seven different approaches – is according to that
analysis what constitutes the academic discipline of brand management.
