OZIQ-OVQAT MAHSULOTLARI BRENDINI SHAKLLANTIRISH KONSEPSIYASINI TAKOMILLASHTIRISH MASALALARI
Abstract
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.
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