ZAMONAVIY MARKETINGDA BRENDING: NAZARIY ASOSLAR, AHAMIYATI VA BOSHQARUVDAGI YANGI YONDASHUVLAR
Keywords:
brend, brending, brend kapitali, brend boshqaruvi, iste'molchi sodiqligi, brend faolligi.Abstract
Ushbu tezisda zamonaviy marketingda brendning nazariy asoslari, ahamiyati va boshqaruvdagi yangi yondashuvlar o‘rganilgan. Brend tushunchasi, uning kapitali (Aaker) va strategik boshqaruv jarayoni (Keller) nuqtai nazaridan ko‘rib chiqilgan, hamda brendga firma, iste’molchi va jamiyat qarashlari asosida baho berilgan (Chea, 2024). Jahon tajribasidan LEGO,Nike,Duolinga va Patagonia kompaniyalarining brend boshqaruvidagi yondashuvlari tahlil qilingan. Natijalar shuni ko’rsatadiki, zamonaviy brend ma’nosini faqat kompaniya emas, iste’molchilar va jamiyat ham shakllantiradi. Tezis oxirida kompaniyalar uchun brending faoliyatini tizimli tashkil etish, mijozlarni mahsulot yaratishga jalb etish va brendni ijtimoiy qadriyatlar bilan bog‘lash bo‘yicha takliflar berilgan.
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