Abstract: Brand management theory is the guidance of brand development in enterprises and organizations. To develop Chinese self-owned brands needs excellent brand management experiences, both domestic and international. Hence, based on previous research, this study collected and analyzed 651 papers on brand management published between January 2011 to October 2020 on international mainstream and core journals on management and economics. In this study, a macro analysis on these papers is made in five aspects - mainstream journals, origin of journals, hot topics, research methodologies and specific topic. Through this study, the overall situation of international brand management research, the trend of hot topics, the circumstances of specific topic, and the limits and blanks are found to provide reference and suggestions to Chinese brand management research in the future.

Key words: brand management research, international mainstream journal, knowledge mapping analysis, status analysis, trend analysis