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