9
CONTENTS
page
INTRODUCTION
12
Chapter 1.
SUBJECT,
CONTENT
AND
TASKS
OF
THE
DISCIPLINE
"BRAND
MANAGEMENT". BRAND
CONCEPT AND BRAND CLASSIFICATION
14
1.1.
The main directions and principles of the modernization of the
national economy of
Uzbekistan
14
1.2.
The subject, content and objectives of the discipline "Brand
Management". The
notion of
the
brand
and the
brand sclassification
23
1.3
The historical process of the brand formation
27
1.4.
Brand classification
27
Control questions for self-study and discussion,
29
Chapter_2__MARKETING_RESEARCH_IN_BRAND_MANAGEMENT_30'>Chapter 2
MARKETING RESEARCH IN BRAND MANAGEMENT
30
2.1.
The essence and basic
principles of marketing
30
2.2.
Concept of marketing research . The main directions of
marketing research
32
2.3.
Organizing marketing research
35
2.4.
The main directions of marketing research in branding
38
Control questions for self-study and discussion
40
Chapter__6__BRAND_ARCHITECTURE_63'>Chapter
3
PREPARATORY STAGE of brand
41
3.1.
Psychographic segmentation of
consumers in branding
41
3.2.
Behavioral segmentation of consumers in branding
44
3.
3
.
Methods for adjusting the
existing brand
46
Control questions for self-study and discussion
47
Chapter 4
DESIGNING STAGES OF THE BRAND. COMPONENT
PARTS of THE BRAND.
49
4.1.
Brand identity
49
4.2.
Components (attributes) of
the brand
49
4.3.
Trademark classification
51
4.4.
Color as a component (attribute) of the brand
53
Control questions for self-study and discussion
55
10
Chapter
5
LEGAL BASIS OF BRAND MANAGEMENT
56
5.1.
Brand protection
56
5.2.
Protection of
trademarks in Uzbekistan
57
5.3.
The procedure and stages of registration of trademark in
Uzbekistan
59
5.4.
Responsibility for illegal use of trademark
60
Control questions for self-study and discussion
61
Chapter
6
BRAND ARCHITECTURE
63
6.1.
The concept of "brand architecture"
63
6.2.
The main approaches to the development of the company's
brand portfolio
66
6.3.
Basic models of the
brand architecture
69
Control questions for self-study and discussion
73
Chapter
7
BRAND LOYALTY MANAGEMENT
75
7.1.
Consumer loyalty (commitment) : basic concepts
75
7.2.
Types and models of consumer loyalty
81
7.3.
The main classification of
loyalty programs
85
7.4.
The evolution of loyalty marketing
89
7.5.
The main components of loyalty programs and the process of
its organization
93
Control questions for self-study and discussion
97
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