Marketing № 10 (2025)

SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS

Xodjayev Anvar Rasulovich

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Аннотатсия

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.

franchisingbrand bookbrand identificationcorporate designvisual communicationmarketing strategy. № 10-SON OKTA BR2025 -YIL 400франчайзингбрендбукидентификация бренда

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APA 7 
Xodjayev Anvar Rasulovich (2025). SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS. Marketing, (10).
GOST R 7.0.5 
Xodjayev Anvar Rasulovich SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS // Marketing. 2025. № 10.
BibTeX 
@article{rasulovich2025,
  author  = {Xodjayev Anvar Rasulovich},
  title   = {SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS},
  journal = {Marketing},
  year    = {2025},
  number  = {10}
}
RIS 
TY  - JOUR
AU  - Xodjayev Anvar Rasulovich
TI  - SCIENTIFIC BASIS AND PRACTICAL RESULTS OF THE "BRANDBOOK" CONCEPT FOR FRANCHISING BRANDS
JO  - Marketing
PY  - 2025
IS  - 10
ER  -