Mamasoliev G‘ayratbek Maxamadyusupovich
- Marketing jurnali 1-son 2025-yil
- 6 февр.
- 1 мин. чтения
OZIQ-OVQAT MAHSULOTLARI BRENDINI SHAKLLANTIRISHNI TADQIQ QILISHNING METODOLOGIK JIHATLARI
Mamasoliev G‘ayratbek Maxamadyusupovich
Andijon davlat universiteti “Iqtisodiyot” kafedrasi v. b. dotsent
Annotatsiya
Ushbu maqolada O‘zbekistonda oziq-ovqat mahsulotlari brendini shakllantirish jarayonining metodologik jihatlari tahlil qilinadi. Brendlashning nazariy asoslari, oziq-ovqat mahsulotlarining iste’molchilar uchun qiymatini oshirishdagi o‘rni va ahamiyati ko‘rib chiqiladi. Muallif brend shakllantirish bosqichlarini tavsiflab, xalqaro tajribani O‘zbekiston sharoitiga moslashtirish imkoniyatlarini tahlil qilgan. Shuningdek, maqolada milliy brendlarning raqobatbardoshligini oshirish uchun marketing strategiyalarini ishlab chiqish bo‘yicha tavsiyalar berilgan. Tadqiqot natijalari O‘zbekiston oziq-ovqat sanoatini rivojlantirish va ichki hamda tashqi bozorlarda milliy mahsulotlarni ilgari surishga yo‘naltirilgan amaliy ko‘rsatmalarni taklif etadi.
Kalit so‘zlar: oziq-ovqat mahsulotlari, brend, mahalliy brend, savdo markasi, savdo belgisi, brend qiymatini baholash, global brend.
Abstract
This article analyzes the methodological aspects of the process of forming a food brand in Uzbekistan. The theoretical foundations of branding, its role and significance in increasing the value of food products for consumers are considered. The author describes the stages of brand formation and analyzes the possibilities of adapting international experience to the conditions of Uzbekistan. The article also provides recommendations for developing marketing strategies to increase the competitiveness of national brands. The results of the study offer practical guidelines aimed at developing the Uzbek food industry and promoting national products in domestic and foreign markets.
Keywords: food products, brand, local brand, trademark, brand value assessment, global brand.
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