https://ijmri.de/index.php/jmsi
volume 4, issue 7, 2025
616
THE ROLE OF MARKETING STRATEGIES IN THE PROCESS OF BRAND
CREATION
M.S.Djurayeva
Asia international university, Bukhara
Abstract:
This article examines the theoretical and practical significance of marketing strategies
in the process of brand creation. A brand is not only a distinguishing feature that separates a
product or service from its competitors but also a marketing tool that instills certain values, trust,
and emotional connection in the consumer’s mind. Marketing strategies in brand development
include the study of consumer needs, market segmentation, effective positioning, advertising and
communication policies, as well as the utilization of digital marketing opportunities. Through
these strategies, companies achieve long-term competitive advantage and enhance their
economic efficiency.
Keywords:
brand, marketing strategy, consumer behavior, digital marketing, communication,
segmentation, positioning.
In today’s globalized world, market economies are becoming increasingly competitive. Since the
technical and functional characteristics of products and services are often very similar,
consumers rely more on brands when making purchasing decisions. Therefore, a brand serves as
a strategic asset for companies and as a source of value and trust for consumers.
In marketing theory, consumer behavior lies at the core of brand creation. As F. Kotler (2003)
emphasized, forming a unique brand identity in the consumer’s mind ensures the long-term
success of a company. Hence, marketing strategies in brand development are considered not only
a means of communication but also a source of economic advantage.
The Concept of a Brand and Its Economic Importance
A brand is a name, symbol, design, or a combination of these elements that differentiates a
product from its competitors (AMA definition). However, the essence of a brand is not merely
identification—it is the creation of value and emotional attachment in the consumer’s perception.
For instance, Apple and Samsung brands remind consumers of quality, innovation, and
specialized experiences.
From an economic perspective, a strong brand:
increases the company’s market share;
provides advantages in pricing policies (enabling premium pricing);
ensures customer loyalty;
serves as a source of long-term revenue.
The Role of Marketing Strategies in Brand Creation
For a company to build a successful brand, it must implement the following marketing strategies:
a) Market segmentation and identification of the target audience.
https://ijmri.de/index.php/jmsi
volume 4, issue 7, 2025
617
Different consumer groups have different needs. Therefore, defining the right target audience
and tailoring marketing approaches to their preferences is crucial in brand creation.
b) Brand positioning.
Positioning refers to the distinct place a brand occupies in the consumer’s mind. For example,
Mercedes is associated with “luxury and quality,” while Toyota represents “reliability and
affordability.”
c) Communication and advertising strategies.
Advertising, public relations, sponsorship, and social media play a key role in brand recognition.
Effective communication ensures that the brand becomes firmly established in the consumer’s
perception.
d) Digital marketing strategies.
In the modern business environment, digital platforms (social networks, websites, mobile
applications) have become essential for brand development. For instance, campaigns on
Instagram or TikTok help brands quickly gain recognition among younger audiences.
Digital Transformation in Brand Development
In the 21st century, companies increasingly rely on digital technologies for brand building. Big
Data, artificial intelligence, and analytical tools make it possible to study consumer behavior in
depth and develop personalized marketing strategies. This significantly improves the efficiency
of brand management.
The Relationship Between Branding and Competitiveness
A strong brand provides companies with a decisive competitive edge. For example, in the rivalry
between Coca-Cola and Pepsi, consumer choice is determined not so much by the product’s taste,
but by the brand image. Similarly, in local markets, branding has become a key factor that
defines competitive advantage.
Marketing strategies play a decisive role in the brand creation process. A well-developed strategy
not only positions the product successfully in the market but also ensures the company’s long-
term competitiveness. In particular, the use of digital marketing tools, in-depth analysis of
consumer needs, and the adoption of innovative communication methods are essential factors for
successful brand development.
Thus, a brand is not only a marketing tool but also an economic resource of strategic importance
for a company. Applying scientifically grounded marketing strategies in brand creation ensures
business stability and sustainable success in the marketplace.
