OZIQ-OVQAT MAHSULOTLARI BRENDINI SHAKLLANTIRISH KONSEPSIYASINI TAKOMILLASHTIRISH MASALALARI
Jild 4 son 20 (2025): Innovative research in the modern world: theory and practice 19-21
Annotatsiya
Zamonaviy bozorda oziq-ovqat mahsulotlarining muvaffaqiyati faqatgina sifatli ishlab chiqarish yoki keng tarqatish tizimiga bog‘liq bo‘lmay, balki kuchli va raqobatbardosh brend qiymatiga ham chambarchas bog‘liqdir. Brend qiymati (brand equity) – bu iste’molchilarning mahsulotga nisbatan ongli va hissiy munosabatlari, xotirasi, ishonchi va sodiqligi asosida shakllanadigan strategik aktivdir. Xususan, oziq-ovqat sanoatida bu jarayon mahsulotning jismoniy sifati bilan birga, u bilan bog‘liq ijtimoiy, sog‘liq, ekologik va madaniy assotsiatsiyalarning to‘plami sifatida qaraladi.
Iqtiboslar
Aaker, David A. (2004a), Brand Portfolio Strategy. Creating Relevance, Differentiation, Energy, Leverage and Clarity. New York, Free Press. (2004b), “Leveraging the Corporate Brand” California Management Review, 46 (3), 6-18.
Davis, Scott M. (2002), Brand Asset Management: Driving Profitable Growth through Your Brands,San Francisco, Josey Bass.
Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, 57 (January), 1-22.
S.Kumar. Measuring Consumer-Based Brand Equity: A Case Study of Dairy Milk Brands in Nepal. Teaching Assistant (MBS, M.Phil.), Tribhuvan University, Shanker Dev Campus. https://www.researchgate.net/publication/323318962
J.Imomov. Sifat menejment tizimini rivojlantirish asosida mahsulotlar raqobatbardoshligini oshirish. "Biznes - Ekspert". 27.11.2017 | Son: №11(119)-2017. http://www.biznes-daily.uz/uz/birjaexpert/53027-sifat-menejment-tizimini-rivojlantirish-asosida-mahsulotlar-raqobatbardoshligini-oshirih
Hakimov H., Hamdamov Sh. Oʻzbekistonda oziq-ovqat sanoatini rivojlantirish omillari. “Biznes-Ekspert” jurnali, 2016-yil, 4-son. http://www.biznes-daily.uz/ru/birjaexpert/39762
A.Sobirov. Oziq-ovqat mahsulotlari ishlab chiqaruvchi korxonalar raqobatbardoshligini oshirishning marketing strategiyalari. Biznes – Ekspert. Oziq-ovqat mahsulotlari ishlab chiqaruvchi korxonalar raqobatbardoshligini oshirishning marketing strategiyalari. 30.10.2018 | Son: №10(130)-2018. http://www.biznes-daily.uz/uz/birjaexpert/61589--oziq-ovqat-mahsulotlari-ishlab-chiqaruvchi-korxonalar-raqobatbardoshligini-oshirishning-markting-stratgiyalari.
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