Scientific basis and practical results of the "Brandbook" concept for franchising brands

Xodjayev Anvar Rasulovich

Marketing · 2025-yil

Annotatsiya

The article analyzes the scientific and theoretical foundations of the “brand book” concept for brands operating within the franchising system, as well as its role and practical significance in marketing communications. The study examines the concepts of “brand identification,” “corporate design,” and “visual identity system” in relation to standardization mechanisms in franchising business models. The results indicate that the brand book serves as an essential strategic tool for establishing a unified corp orate culture within a franchise network, building consumer trust, and increasing marketing efficiency.

Maqola ma’lumotlari
MualliflarXodjayev Anvar Rasulovich
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2025-10-31
Son10
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2025iss10/66
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2025iss10/66 · Maqolaning asl sahifasi

Kalit so‘zlar

franchising, brand book, brand identification, corporate design, visual communication, marketing strategy. № 10-SON OKTA BR, 2025 -YIL 400, франчайзинг, брендбук, идентификация бренда, корпоративный дизайн, визуальная коммуникация, маркетинговая стратегия, franchayzing, brendbuk, brend identifikatsiyasi, korporativ dizayn, vizual kommunikatsiya, marketing strategiyasi

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAXodjayev Anvar Rasulovich (2025). SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS. Marketing, (10). https://doi.org/10.67668/mj/2025iss10/66
GOST (OAK)Xodjayev Anvar Rasulovich SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS // Marketing. – 2025. – № 10. – DOI: 10.67668/mj/2025iss10/66.
MLAXodjayev Anvar Rasulovich. “SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS.” Marketing, (10), 2025. https://doi.org/10.67668/mj/2025iss10/66
ChicagoXodjayev Anvar Rasulovich. “SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS.” Marketing, (10) (2025). https://doi.org/10.67668/mj/2025iss10/66
HarvardXodjayev Anvar Rasulovich (2025) ‘SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS’, Marketing, (10). https://doi.org/10.67668/mj/2025iss10/66
BibTeX
@article{xodjayevanvarrasulovich2025,
  title = {SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS},
  author = {Xodjayev Anvar Rasulovich},
  journal = {Marketing},
  year = {2025},
  number = {10},
  doi = {10.67668/mj/2025iss10/66},
  url = {https://doi.org/10.67668/mj/2025iss10/66}
}

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