Tairova m. M., Abdulloev a. J., Giyazova n. B., Boboyeva g. G. Brendni boshqarish

 
 

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5 
CONTENTS 
 
Introduction ......................................................................................... 6 
1- chapter. Subject, content and objectives of the subject "Brand 
management" ....................................................................................... 9 
1.1. Basic concepts and definitions of branding. ............................... 9 
1.2. The historical foundations of the emergence and development of 
branding. ........................................................................................... 12 
1.3. Quantitative indicators of the concept "brand" ......................... 14 
1.4. Branding technologies ............................................................... 30 
1.5. National brand policy ................................................................ 32 
1.6. Development of product brands based on modern information 
communication technologies ............................................................ 35 
2- chapter. Marketing research in brand management ................ 43 
2.1. Marketing research concept ...................................................... 43 
2.2. Stages of marketing research .................................................... 44 
2.3. Types of marketing research .................................................... 49 
2.4. Advantages and Disadvantages of Marketing Research .......... 51 
2.5. Organizational capability assessment ....................................... 58 
3- chapter. Preparatory stage of branding ..................................... 68 
3.1. Psychographic and behavioral segmentation of consumers in 
branding ............................................................................................ 68 
3.2. Brand positioning in the market ................................................ 74 
3.3. Ways to adjust an existing brand .............................................. 79