• Integrated brand equity research combines the consumer-based view of how brand knowledge shapes responses with financial/managerial valuation, offering a unified framework that guides measurement, branding strategy, and capital allocation [1], [12], [11], [6].

• Brand extensions emerge as a dominant theme, with patterns around fit and extension typicality driving attitudes, dilution risks when extension attributes misalign with the brand, and portfolio/timing effects shaping extension outcomes [2], [4], [3], [8], [16], [7].

• Positioning and perception research emphasize schema-driven differentiation; perceptions of dissimilarity influence niche positioning, while memory and recalled attributes shape choices and category placement [18], [10], [7].

• Brand signaling and inter-brand effects show that umbrella branding and alliances transmit quality signals and induce spillovers, affecting partner and adjacent brands' attitudes [20], [14], [19].

• Historical and strategic evolution of brand management highlights transitions from brand-manager systems to portfolio strategies and strategic branding choices, outlining learning curves and organizational implications [6], [13], [17].