Perspectives on Brand Management is based on international research from a hand-picked team of experts and explores and analyzes the issues, trends and challenges in the dynamic field of brand management. This book, acnowledging the complex reality of differing perspectives within the field of brand management, incorporates several distinct features: Different perspectives are presented, recent research is assembled to inform the discussion, throughout, the tone is critical and questioning, the multi-disciplinary character of brand management is fully recognised and, coverage is global.