Trademarks as an indicator: systematic review and bibliometric analysis of literature

Objective. The study aims to investigate, present and discuss the concepts, contexts and applications regarding the use of trademarks as indicators, revealing what can be understood from trademark applications and which conclusions can be inferred based on the publications found. Method. To meet the objectives, techniques of systematic review, bibliometric and systemic analyzes were employed. Using the Microsoft Excel and VOSviewer programs, evaluations of publications per year, periodic impact factor, citations, and network analyzes about co-authorship, citations, filiation, terms used and cocitation of references were made. Results. The biliometric analysis found a low number of publications, a trend of non-evolution in the annual number of publications and the presence of publications lacking editorial evaluation. While other documents have been published in journals with high impact factor and have a notable incidence of citations. The systemic analysis showed a wide range of possibilities for the use of brands as indicators, as indicators of new economic activities, to predict economic changes, to explore regional innovation systems, an indicator of international competitiveness, but especially for its use as an indicator of innovation. Which occurred more frequently. Conclusions. Faced with so many possibilities, it is important to note the importance the not yet explored adoption of trademarks for the most varied purposes. Particularly when related to innovation and services, in view of the phenomenon of the servitization of economies. As well as the need to advance and deepen the research and its potential impact, revealed by the existing publications.