How brand management system evolved in procter and gamble?

Procter & Gamble's brand management system evolved significantly since its inception in the 1930s. Initially, the company focused on a functional organizational structure, but by the 1980s, it adopted a brand management approach, empowering brand managers with full responsibility for their brands' performance. This system fostered innovation, accountability, and strategic marketing, enabling the company to effectively compete in diverse markets. Over time, P&G has continued to refine its brand management practices by leveraging data analytics and consumer insights to enhance brand equity and drive growth.