Future of the brand management structure in FMCG

Article

Chimhundu, Ranga and Hamlin, Robert P.. 2007. "Future of the brand management structure in FMCG." Journal of Brand Management. 14 (3), pp. 232-239. https://doi.org/10.1057/palgrave.bm.2550064
Article Title

Future of the brand management structure in FMCG

ERA Journal ID35933
Article CategoryArticle
AuthorsChimhundu, Ranga (Author) and Hamlin, Robert P. (Author)
Journal TitleJournal of Brand Management
Journal Citation14 (3), pp. 232-239
Number of Pages8
Year2007
PublisherSpringer
ISSN1350-231X
1479-1803
Digital Object Identifier (DOI)https://doi.org/10.1057/palgrave.bm.2550064
Abstract

The aim of this paper is to contribute to the debate on the future of the brand management structure in fast moving consumer goods (FMCG) by examining current managerial perceptions of the relationship between brand and category management. The article is based on a case study of a single FMCG category in New Zealand. The research involved in-depth interviews with managerial representatives of the majority of suppliers and retailers operating in this category. The results indicate that brand management and category management structures are not perceived to be incompatible; that the traditional brand management structure still works well for certain companies, and that it is expected to continue to do so well into the future. Changing environmental factors may call for modifications, but the modification requirements are not of the nature that would lead the brand management structure to be discarded.

Keywordsbrand management, product management, FMCG marketing, marketing organisation, future of marketing, New Zealand
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsUniversity of Otago, New Zealand
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