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.
Highlights
Existence of many trends in contemporary research of managerial issues indicates dynamics of this field. [1] On the one hand, this dynamics can be considered as a sign of importance and multi aspect view of focused topics but on the other hand, this dynamics and its symptoms makes orientation in the topic more difficult – for managerial practice and for the scientists
[7] one of the most recent papers in brand management bibliometric overview has provided a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference
VOSviewer is a tool that we have developed over the past few years and that offers in a relatively easy way the basic functionality needed for visualizing bibliometric networks. [35]
Summary
Existence of many trends in contemporary research of managerial issues indicates dynamics of this field. [1] On the one hand, this dynamics can be considered as a sign of importance and multi aspect view of focused topics but on the other hand, this dynamics and its symptoms makes orientation in the topic more difficult – for managerial practice and for the scientists. The homogeneity of scientific schools is endangered what results to the slowdown of the progress This state is quite paradoxical as obvious dynamics doesnt mean the development of the selected issue in the positive way of meaning. In 2012, it was published first exploratory study aimed to produce bibliometric indicators that would represent the scientific literature on "global brand positioning," published in the last five years (2007-2011), based on the selected journals (Journal of International Marketing, The Journal of Consumer Marketing, Journal of Marketing Research and Journal of Product & Brand Management). [7] one of the most recent papers in brand management bibliometric overview has provided a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference. Based on the citation map, five research clusters within brand personality literature were identified. [7] one of the most recent papers in brand management bibliometric overview has provided a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference. [8] Verifying approach to the trends in brand management was applied by Ma et al who provided bibliometric analysis of place branding. [9]
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