The brand management system: Past, present and future

Although the brand management structure served quite well companies at least for the last eighty years, lately its effectiveness is widely questioned. This paper aims to examine the main problems and constrains of the system and to give an insight to its expected future development. It reviews the doubts expressed for its suitability for the organisation of marketing activities, both in the past and at present, the changes that occurred the last fifteen years in the main environmental variables that influence the structure and the problems brand managers experience in their daily work. Based on the predictions related to the evolution of the structure, this study critically analyses the organisational solutions that suggested to replace the brand management system and attempts to predict the way that the changes in the environment will force companies to manage their brands in the future. Keywords: Brand Management, Marketing Organisation.