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

Author

Listed:
  • Isabelle Aimé

    (IPAG Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

  • Marie-Eve Laporte

    (IAE Paris - Sorbonne Business School)

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.

Suggested Citation

  • Isabelle Aimé & Fabienne Berger-Remy & Marie-Eve Laporte, 2016. "The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation," Post-Print hal-02472045, HAL.
    • Handle: RePEc:hal:journl:hal-02472045
    as

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