Knowledge Management Model Review in Relation to Marketing and Branding

There is a lot of knowledge that must be managed for marketing and branding matters, but based on literature review there is no knowledge management model claimed to be the best to apply in marketing. This research is a review of literature conducted on articles that discuss knowledge management in relation to marketing and branding. The methodology used is Systematic Literature Reviews (SLR), which includes defining research questions, determination of literature sources, determination of literature search keywords, literature assessment, quality literature, and extracting data. Based on the methodology, the results obtained contained 35 papers. The results are there are many studies that discuss knowledge management, there are various previous knowledge management models, and there are still opportunities to propose the most appropriate knowledge management model to be applied in marketing and branding cases by developing the SECI model and Zack Gap Analysis.