ABSTRACT
This chapter provides an overview of how brand management has developed from its first academic conceptual beginning in 1985 and onwards (until early 2015 which is the time of revision). 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 2015. 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.
