Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation
追溯了1870年至今品牌管理在营销环境中的发展历程，提出六个关于品牌管理演变的论点，并评估其在当今快速变化环境中的前景。
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.