Title: The relationship between brand equity and intellectual capital: state of the art

Authors: Adriana Gradim; José Vale; Vera Vale

Addresses: Department of Economics, Management, Industrial Engineering and Tourism and GOVCOPP – Research Unit on Governance, Competitiveness and Public Policies, University of Aveiro, Aveiro, Portugal ' CEOS.PP – Centre for Organisational and Social Studies of Polytechnic of Porto, Porto Accounting and Business School, Polytechnic Institute of Porto, Porto, Portugal ' Department of Economics, Management, Industrial Engineering and Tourism and GOVCOPP – Research Unit on Governance, Competitiveness and Public Policies, University of Aveiro, Aveiro, Portugal

Abstract: Branding and brand management have become important aspects of an organisational strategy, aligned with the crucial role intangible resources play nowadays (namely intellectual capital). This paper has two main goals: to identify if a connection is already proven or can be further studied between brand equity and intellectual capital and its dimensions and to develop a roadmap which might allow researchers to address the theme in innovative stances. An online search was conducted using SCOPUS database. From the screening of the results, 27 articles were retrieved and then analysed. VOSviewer software was used for the analysis of keywords and connections between concepts. A relationship between intellectual capital and brand equity was identified. The article identifies the need for more research on the relationship between brand equity and relational and structural capital.

Keywords: brand equity; brand management; intellectual capital; human capital; relational capital; structural capital; social capital.

DOI: 10.1504/IJLIC.2024.143675

International Journal of Learning and Intellectual Capital, 2024 Vol.21 No.5, pp.499 - 515

Accepted: 21 Aug 2024
Published online: 03 Jan 2025 *

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