The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation

Isabelle Aimé (), Fabienne Berger-Remy () and Marie-Eve Laporte ()
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Fabienne Berger-Remy: IAE Paris - Sorbonne Business School
Marie-Eve Laporte: IAE Paris - Sorbonne Business School

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Abstract: Since the 1930s, the Brand Manager System (BMS) has become a marketing organization standard. Yet, its relevance is questioned with the digital revolution. We build on Low and Fullerton (1994) to make a historical analysis of the BMS evolution. The analysis of 44 academic articles highlights three periods. Today, Brand Managers are supposed to act both as absolute experts and galvanic facilitators.

Keywords: Brands; Brand management; Brand manager; Product manager; Marketing Organization; Business history (search for similar items in EconPapers)
Date: 2016-07-19
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Published in 19th World Marketing Congress, Academy of Marketing Science, Jul 2016, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02472045

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