Improving marketing mechanisms for increasing national brand value in leather and footwear enterprises of Uzbekistan

Abstract

The article examines marketing mechanisms for building and increasing national brand value in Uzbekistan's leather and footwear enterprises. The study analyzes the impact of brand identity, digital marketing, customer experience, CRM technologies, and customer loyalty on brand equity. As a result, an integrated marketing model and a system of brand value assessment indicators aimed at enhancing enterprise competitiveness are proposed.