Senior teacher of the Department of Management and Marketing of the Tashkent Institute of Finance Mamurov Samadjon Igamnazarovich published the textbook “Marketing (module 2 based on the subject “Brand Management”)” on the subject “Marketing”.

This textbook, dedicated to the theoretical and practical issues of Brand Management, covers all topics in the curriculum of this subject.

The textbook covers the subject, content and objectives of the science of “Brand Management”, understanding the brand and classification of brands, marketing research in brand management, stages of brand preparation, stages of brand design, components of a brand, legal aspects. The fundamentals of brand management, brand architecture, brand attitude management, brand equity issues such as management, brand relocation and management in the context of globalization are covered in detail. Each topic presented in the textbook is connected in a logical sequence, which helps to better understand the content and essence of brand management.

The textbook also contains a theoretical part, basic words and phrases, test questions for self-test, problem situations, a test, a glossary, a list of recommended literature, etc.

In its structure and content, the textbook fully complies with state educational standards and the curriculum of the subject “Brand Management”, operating in the higher education system.

The book is intended for students and teachers of the “Management” field, as well as users interested in modern management problems.