Brand Management Theories

This chapter outlines the main theoretical foundations of brand management, providing a conceptual basis for analyzing the role of storytelling in creating brand value. It traces the evolution of the brand concept from a functional identifier to a multidimensional construct encompassing symbolic, emotional, relational, cultural, and strategic dimensions. The chapter distinguishes between the concepts of brand and branding and reviews key thematic and theoretical approaches to their definition. It further examines classical and contemporary brand equity perspectives, including firm-based, consumer-based, and societal approaches, as well as key models proposed by Aaker, Keller, Kapferer, and Veloutsou et al. These frameworks are discussed to demonstrate how brand equity has evolved from a static asset to a dynamic and context-dependent construct. Building on this literature, the chapter adopts an integrative perspective, organizing brand value creation mechanisms into three complementary dimensions: relational, experiential, and cultural. Within this framework, brand functions and brand narrative are conceptualized as linking elements that connect brand identity, consumer experience, and cultural meaning. The chapter thus provides a structured theoretical foundation for understanding branding as a multidimensional and evolving process of value creation.