  We advance in constructing a bottom-up holographic theory of linear meson
Regge trajectories that generalizes and unites into one logical framework
various bottom-up holographic approaches proposed in the past and scattered in
the literature. The starting point of the theory is a quadratic in fields
holographic five-dimensional action in which the Poincar\'{e} invariance along
the holographic coordinate is violated in the most general way compatible with
the linear Regge behavior of the discrete spectrum in four dimensions. It is
further demonstrated how different Soft Wall (SW) like holographic models
existing in the literature plus some new ones emerge from our general setup.
Various interrelations between the emerging models are studied. These models
include the known SW models with different sign in the exponential background,
the SW models with certain generalized backgrounds, with modified metrics, and
No Wall models with 5D mass depending on the holographic coordinate in a simple
polynomial way. We argue that this dependence allows to describe the effects
caused by the main non-local phenomena of strongly coupled 4D gauge theory, the
confinement and chiral symmetry breaking, in terms of a local 5D dual field
theory in the AdS space. We provide a detailed comparison of our approach with
the Light Front holographic QCD, with the spectroscopic predictions of the dual
Veneziano like amplitudes, and with the experimental Regge phenomenology. We
apply our general approach to a holographic study of confinement, chiral
symmetry breaking, and the pion form factor.
