Brand coolness, as an emerging concept in marketing and brand management, has gained significant attention from researchers and managers in recent years due to its notable impact on consumer behavior, fostering emotional connections, and enhancing brands' competitive advantage. This concept, emphasizing authenticity, innovation, and social-cultural values, distinguishes brands and makes them appealing from consumers' perspectives. This study aims to systematically investigate scientific networks and research trends related to brand coolness, seeking to identify key trends, main thematic clusters, scientific collaboration networks, and existing gaps in this field. The research adopts a qualitative approach in terms of data nature and employs a bibliometric method, analyzing 293 articles published between 2010 and 2025, extracted from the Scopus database, using VOSviewer software and the Bibliometrix package in RStudio. The analysis results revealed that scientific production in this domain has significantly increased since 2019, with an annual growth rate of 25.17%. Studies are organized into nine main thematic clusters, including brand and consumer behavior, social media and digital engagement, tourism and hospitality industry, and sustainability and technological development. The United States, India, and China emerged as leaders in scientific collaborations, with emerging topics such as artificial intelligence and sustainable development gaining prominence in recent years. This study demonstrated that brand coolness has evolved from a purely emotional and aesthetic concept into a multifaceted strategy encompassing technological, social, and economic dimensions.