METHODOLOGICAL ASPECTS OF CONDUCTING RESEARCH IN THE FORMATION OF A FOOD BRAND

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.