Using A Branding Strategy in Managing the Competitiveness of Garment and Knitwear Enterprises

  • Oqboev Alisher Rasuljanovich

Abstract

The article explores the scientific and theoretical aspects of the development of branding activities and the use of brand strategies in the management of the competitiveness of garment enterprises, as well as the development of proposals and recommendations for the use of branding strategies.

It is based on specific aspects of brand portfolio formation mechanisms.In order to set strategic goals for branding, the level of acceptance of domestic and foreign brands by consumers of garments was determined and conclusions and recommendations were made on the results.Marketing of opportunities for local and foreign brands to use the portfolio strategies of enterprises of the garment industry. The results of the study are described.A brand portfolio matrix has been developed taking into account the competitiveness factors of local brands.Competitiveness management strategies based on the brand portfolio matrix of garment products are proposed.

Published
2021-10-27
How to Cite
Oqboev Alisher Rasuljanovich. (2021). Using A Branding Strategy in Managing the Competitiveness of Garment and Knitwear Enterprises. Design Engineering, 8539–8547. Retrieved from http://thedesignengineering.com/index.php/DE/article/view/5898
Section
Articles