V B O B
IN N O V A T SIO N M A R K E T IN G T IZ IM ID A
B R E N D IN G NA ZARIY ASI K O N S E PSIY A SI
5 .1 . B r e n d in g g a m e to d o lo g ik y o n d a s h u v -
k o r x o n a n in g r a q o b a tli u s tu n lig in i
r iv o j la n t ir is h n i n g y a n g i b o s q ic h i s if a tid a
Brending -
in n o v a ts iy a la r b o z o r id a b re n d la r s h a k lla n is h in i
o ‘rg a n a d ig a n f a n b o 'l i b , x a rid o rla r b ila n u z o q m u d d a tli is h s h o n c h
a s o s id a g i m u n o s a b a tla r o ‘rn a tis h v a o q ib a td a s e z ila rli ra q o b a tli
u s tu n lik la r g a e g a b o ‘lis h im k o n in i b e ra d i.
B re n d in g in n o v a ts io n fa o llik k a v a in n o v a ts iy a la r d iffu z iy a s i-
g a s e z ila rli t a ’s ir k o ‘rs a ta d i. B u in n o v a ts iy a la r h a ra k a tin i y e n g il-
la tis h
v a te z la tis h , y a n g i m a h s u lo tla r h a y o tiy lik d a v rin in g b a r c h a
b o s q ic h la rid a x a r a ja tla r d a te ja b q o lis h h is o b ig a r o ‘y b e ra d i. S a v d o
m a rk a la ri r iv o jla n is h in in g o ‘zi in n o v a ts iy a b ila n u z lu k s iz b o g ‘liq
b o ‘lib , u n g a a s o s la n a d i. H a r b ir b re n d in g o p e r a ts iy a s id a in n o v a ts io n
ji h a t m a v ju d . B u s a v d o m a rk a sin i y a n g ic h a k o ‘ris h , y a n g ic h a im ij,
s h a r tn o m a la r n in g y a n g ic h a ta h riri, i s te ’m o lc h ila r x u lq -a tv o rin in g
y a n g ic h a m o d e li, s a v d o m a rk a sin i y a n g ic h a
jo y la s h tir is h , m a q s a d li
b o z o m i k e n g a y tir is h h is o b ig a sa v d o m a rk a s i o ila s in i y a n g ila s h , y a n
g ic h a p o z its iy a la r , q a y ta jo y la s h tirish , s a v d o m a rk a la ri y a n g i k o m -
m u n ik a ts iy a la ri v a y a n g ic h a n arx s h a k lla n is h id ir .
B re n d in g u s u lla r i iq tis o d iy o tn in g g lo b a lla s h u v i s h a r o itla r id a
ra q o b a t k u r a s h in in g is tiq b o lli y o ‘n a lis h i h is o b la n a d i.
O x irg i p a y tla r d a b iz n in g m a m la k a tim iz d a h a m
b re n d in g g a k a tta
q iz iq is h b ild ir ilm o q d a . In n o v a ts io n m a rk e tin g n in g u s h b u y o ‘n a lis h i-
n i o ‘r g a n is h n in g d o lz a r b lig i b u g u n g i k u n d a iq tis o d iy z a ru ra t b ila n
a s o s la n a d i.
69
B ir xil n a r x se g m e n tid a o ‘x s h a s h to v a rla r v a x iz m a tla r ra n g -b a -
ra n g lig i v a ra q o b a tn in g k u c h a y ib b o rish i k o rx o n a la rn i to v a m in g
o ‘z id a n ta s h q a r id a jo y la s h g a n ra q o b a tli u s tu n lik la r y a n g ilik iz la b
to p is h g a m a jb u r q ilad i.
K o rx o n a la rn in g en g m u h im n o m o d d iy a k tiv la ri s ifa tid a b re n d -
la r a lla q a c h o n o ‘z in in g k o rx o n a la rg a k u c h li ra q o b a t u s tu n lik la rin i
t a ’m in la s h d a n ta sh q a ri u la m in g b o z o r q iy m a tin i o s h iris h
q o b iliy a ti-
n i h am is b o tla b b erg an .
B u g u n g i k u n d a b e lg ila n g a n s a v d o m a rk a s ig a u z o q m u d d a tli x a ri-
d o rla r m o y illig in i y a ra tish n in g b iro n ta u m u m e ’ti r o f e tilg a n u s lu b i-
y a ti m a v ju d e m a s . B re n d in g (b ra n d in g ) m a h a lliy k o rx o n a la rd a fa n
s ifa tid a en d i riv o jla n m o q d a . X o rijiy k o m p a n iy a la r e sa a n c h a v a q t-
d a n b eri b re n d in g k o n se p s iy a s id a n fa o l fo y d a la n ib k e lm o q d a v a p o -
te n sia l x a r id o r la r o n g id a o ‘z s a v d o m a rk a la rin in g b a rq a ro r ra q o b a tli
u stu n lik la rin i y a ra tm o q d a .
In n o v a ts io n m a rk e tin g d a b re n d in g n i q o ‘lla s h u s u lla rin i is h la b
c h iq ish ta d q iq o tla r o b y e k ti sifa tid a ju d a k a tta q iz iq ish n i ifo d a la y d i.
A y n a n b re n d in g n i q o ‘lla sh t o ‘g ‘ri stra te g ik s iy o s a tin i is h la b c h iq is h
u s lu b iy a ti b u g u n g i k u n d a in n o v a ts iy a la rn i tijo r a tla s h tir is h d a k o rx o -
n a la r ra h b a riy a ti o ld id a tu rg a n en g m u h im v a z ifa la rd a n sa n a la d i.
B re n d in g n in g a so siy o b y e k tla ri b o ‘lib q u y id a g ila r h iso b la n a d i: to -
v a r-b re n d s o h ib i, is te ’m o lc h i (y o k i is te 'm o lc h i x u lq -a tv o ri) v a b re n d
e g a si o la d ig a n fo y d a . B re n d ta rk ib iy q is m la rin in g o ‘z a ro
a lo q a la rin i
a n iq la s h v a u n in g m a h su lo tin i a n iq la s h u c h u n b u e le m e n tla m i ta d q iq
e tish lo zim .
B re n d o b y e k tig a b re n d n in g o ‘zin i y a n a d a riv o jla n tiris h k o n s e p s i-
y a s i m a ’lu m b i r y o ‘n a lis h b a x sh etad i. A g a r k o m p a n iy a to m o n id a n
ta q d im e tila d ig a n y a n g i x iz m a t y o k i y a n g i to v a r sifati p a s tlig i o ld in -
d a n m a 'lu m b o ‘lib , x a rid o m in g fu n k s io n a l e h tiy o jla rin i q o n iq tirm a -
sa, k e lg u s id a b r e n d s h a k lla n tiris h b o ‘y ic h a b a ja rila d ig a n is h la rd a n
m a ’no b o ‘lm a y d i. B re n d b o ‘lish i k o ‘z d a tu tilg a n y a n g i to v a r y u q o ri
s ifa tg a e g a b o ‘ lish i v a x a rid o m in g fu n k s io n a l e h tiy o jla rin i im k o n
q a d a r t o ‘la ro q q o n iq tiris h i lo zim .
70
B re n d in g h a q id a g i j a h o n a d a b iy o tla ri ta h lili s h u n i k o ‘rs a ta d ik i,
g a rc h i u s h b u to v a r b re n d i y o k i m a z k u r firm a x iz m a tla rid a n
ilg a ri
h e c h h a m f o y d a la n g a n b c flm a s a -d a , i s t e ’m o lc h ila r d o im o u y o k i b u
b re n d a n n im a n id ir k u ta d i.
B re n d — n e o in s titu ts io n a l iq tis o d iy o t tu s h u n c h a s i b o ‘lib , b u y e r-
d a a s o s iy to if a i s t e ’m o lc h in in g is h o n c h i h is o b la n a d i. B re n d to ifa s i
in s titu ts io n a l iq tis o d iy o tn in g riv o jla n is h i, b o z o r n in g y a n g i eh tiy o j
v a ta la b la r i p a y d o b o 'lis h in in g m a n tiq iy o q ib a ti s ifa tid a s h a k lla n a d i.
F u n d a m e n ta l m a rk e tin g q o n u n la rig a a s o s la n ib , « b re n d » y a n g i to i-
fa s in in g r iv o jla n is h i x a rid o r la rn in g e h tiy o jla rin i t o 'l a r o q
q o n d iris h
m e x a n iz m in i s h a k lla n tiris h n i riv o jla n tirg a n v a d a v o m e ttirg a n h o ld a
sa v d o m a r k a s i tu s h u n c h a s in i u y g ‘u n lik d a q a m ra b o la d i.
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