Kalit so‘zlar
brend identifikatori
brend kapitali modeli
iste'molchi qoniqishi
kelib chiqish joyi
Qanday qilib iqtibos keltirish mumkin
Abstrak
Bozorda bir xil tovarlar va xizmatlarni ajratib ko'rsatish, mijozlar e'tiborini jalb qilish uchun tashkilotlar bilan bir qatorda ta'lim muassasalari ham o'z brendini mustahkamlashga harakat qiladilar. Aniq va belgilangan brend identifikatori kuchli brend uchun zaruratdir, brend imidji esa iste'molchining unga bo'lgan munosabati va hissiyotlarini o'z ichiga oladi. Maqolada brend imidji, brend identifikatori, brendga sodiqlik, brend kapitali, shuningdek, ularni mustahkamlash yo'llari va unga ta'sir etuvchi omillar kabi atamalar yaqindan o'rganilgan. Keller va Aakerning brend kapitali modellari muammo haqida tushunchaga ega bo'lish maqsadida taqqoslandi. O‘zbekiston Respublikasidagi OTMlarning brendingi ham muallif tomonidan ko‘rib chiqilgan.
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