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

Proceedings of the Academy of Marketing Science, AMS-WMC, Paris (2016)
Auteurs : Isabelle Aimé, Fabienne Berger-Remy et Marie-Eve Laporte

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 (Journal of Marketing Research (JMR) 31(2):173–190, 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.