USING BRANDING TO INCREASE THE COMPETITIVENESS OF SEWING AND KNITTING PRODUCTS
DOI:
https://doi.org/10.5281/zenodo.17103317Keywords:
branding, competitiveness, sewing products, knitting industry, textile sector, market differentiation, Uzbekistan.Abstract
This thesis examines the strategic role of branding in enhancing the competitiveness of sewing and knitting products in both domestic and international markets. While cost efficiency and product quality remain important, global competition increasingly requires producers to differentiate themselves through brand identity, consumer trust, and market positioning. Branding serves as a powerful tool to communicate value, ensure recognition, and establish long-term loyalty. The paper highlights theoretical aspects of branding, practical approaches to its application in the textile and apparel sector, and examples relevant to emerging economies such as Uzbekistan.
References
Porter, M. E. (2015). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Keller, K. L. (2013). Strategic Brand Management. Pearson.
Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page.
OECD (2021). Textiles and Apparel: Competitiveness and Global Trade Trends. Paris: OECD Publishing.
Ministry of Investment, Industry and Trade of Uzbekistan (2022). Reports on Textile Industry Development. Tashkent.
