Bibliometric Overview of Trends in Contemporary Brand Management

Abstract

Contemporary brand management theory is fragmented. On the one hand, this is very natural as the plurality of approaches is vital for constructive dialogue between scientists, but on the other hand, excessive diversity in theory causes confusion of marketing managers and disengagement of main topics in scope of brand value building and management. This fact can be considered as a significant barrier in development of branding practice. It is because of the challenges in implementation of current trends which are hard to be identified and coordinated so the synergic effect could be reached. We assume, that systemization of scientific literature is eligible to remove this handicap. From methodological point of view, it has been used VOSviewer as a basic research platform. It is a software tool for constructing and visualizing bibliometric networks. We have found out, that there are these hot topics in the scope of brand management: 1) brand perception; 2) brand elements; 3) branding; 4) brand community; 5) progressive tools and 6) strategic branding. Based on these finding, it is possible to focus on main trends in contemporary scientific literature dedicated to the issue of brand value building and managing and to identify current trends in more effective way.