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
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