Brodie, R.de Chernatony, L.2014-09-092014-09-092009Marketing Theory: an international review, 2009; 9(1):95-1001470-59311741-301Xhttp://hdl.handle.net/2440/85149It is suggested there is a need to broaden theorizing about brands to include service, relational and social perspectives as well as the traditional managerial perspective. Rather than attempt to develop a grand theory about brands, a more productive approach is to focus on the interface between theory and practice, provided by the managerial, service, relational and social perspectives to develop a federation of theories. This paper provides nine perspectives which serve as a basis for this middle range thinking.enCopyright © 2009 SAGEBrand definition; brand meanings; middle range theory; theory versus theorizingJournal article002013845810.1177/147059310810005714353