Valor da marca:

uma análise bibliométrica sobre a produção científica internacional

Abstract

In the current context of intensive competitiveness, the role of brands has been reinforced, offering differentiation between similar products or services made available by competitors, and thus, decisive for the success of companies. In this sense, brand evaluation has been considered relevant by both practitioners and academics. This study aims to contribute to the brand equity theme by providing a general overview through the collection of numerical data about its intellectual production using the Scopus database. The method is characterized as documentary research and bibliometric analysis, as to its purpose is classified as exploratory descriptive. Among the main contributions are the quantitative analysis of the production per year of the last decade, the authors, institutions and countries more productive, besides the most relevant works of the period, it is emphasized that such information can help new researchers in the development of their researches. It is suggested for the next researches, a more in-depth analysis on the subject at international level and also of the works developed in Brazil, with special focus the main contributions obtained until then and aspects to be explored in the future.