ESTUDOS SOBRE IDENTIDADE DE MARCA: UMA ANÁLISE SOBRE A PRODUÇÃO ACADÊMICA BRASILEIRA DE 1997 A 2011

This paper presents a bibliometric analysis of the Brazilian academic production in the period from 1997 to 2011 on the theme ‘brand identity’. The starting point for its realization was the study previously conducted by Vieira (1998), considering nine variables in bibliometric analysis. This article complements that first one, specifically for observing a chronological horizon involving more time of analysis, a specific theme and a more extensive selection of journals and scientific events. This article is the first reference on the topic 'brand identity' in terms of bibliometric survey ever made in Brazil. After analysis of 3,584 articles, the results reveal predominant use of books as a basis for academic and scientific production on the theme as well as ratifies that Brazilian authors do not quote Brazilian scholars, and also that there is concentration of academic production on the topic identity brand into three main areas: ‘Consumer Behaviour’, ‘Product Positioning and Brand’ and ‘Market Strategies’.