Bibliometric Analysis: Brand Image And Marketing Research In Indonesia 2016-2025 Period

Understanding how brand image research in Indonesia has evolved over the past decade is essential for scholars and practitioners aiming to position their work within a rapidly expanding marketing landscape. This study conducts a comprehensive bibliometric analysis of Scopus‐indexed publications on “Brand Image” and “Marketing” related to Indonesia from 2016 to 2025. Using Microsoft Excel 2016 for initial data handling and VOSviewer 1.6.20 for network visualization, we identified 52 relevant articles. Co‑occurrence analysis of author keywords revealed six thematic clusters, dominated by: brand awareness, brand image, purchase intention, social media, and city branding. The term brand image emerged as the most central node, appearing in 19 documents with a total link strength of 21. Temporal mapping shows a steady rise in publications after 2020, reflecting increased scholarly attention to digital‑driven branding strategies. Our findings deliver a clear snapshot of the intellectual structure, influential themes, and research gaps in Indonesian brand‑image scholarship. These insights provide a roadmap for future studies—especially those exploring digital touchpoints and regional branding—to deepen theoretical development and inform evidence‑based marketing practice across Indonesia’s diverse consumer markets.