Perspectivas contemporâneas sobre marcas: um estudo sobre abordagens e dinâmicas na comunicação

This study investigates contemporary approaches researchers in Communication use to study brands, reflecting on the multifaceted and dynamic concept of this theme. A systematic analysis of 77 articles published in Brazilian journals from 2018 to 2023 found and discussed five main thematic axes: culture and social values, economy and market, ethics and social responsibility, audience experience, and visual identity and symbolism. Results point to a wealth of perspectives that show the complexity of the subject and the possibility of approaching it in various ways.