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

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.