Problems and Future of the Brand Management Structure in the Fast Moving Consumer Goods Industry: The Viewpoint of Brand Managers in Greece

This paper aims to examine the main problems and constraints of the traditional brand management system and to give insight into the main trends for its future development. It reviews changes which have occurred at the main environmental variables, influencing the structure, and the problems that brand managers must deal with. Based on the expressed doubts concerning the future of the structure, it researches the brand managers' opinions on the future development and existence of the position.