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Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation
George S. Low and Ronald A. Fullerton
Journal of Marketing Research
Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 173-190
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3152192
Page Count: 18
You can always find the topics here!Topics: Brands, Brand management, Marketing, Product management, Sales management, Consumer goods industries, Marketing management, Advertising research, Managerial authority, Consumer goods
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The authors examine the history of brand management by tracing its development in the context of the marketing environment from 1870 to the present. They develop six theses regarding the evolution of brand management and its implications and substantiate them utilizing a historical approach. They demonstrate that the brand manager system originated well after the leadership of branded products was established, it was adopted following a conventional adoption curve pattern, and it has proven quite adaptable to differing firm and marketing environments over the past several decades. They then evaluate its likely fate in today's rapidly changing environment.
Journal of Marketing Research © 1994 American Marketing Association