{"id":1711,"date":"2026-06-25T22:57:20","date_gmt":"2026-06-25T17:57:20","guid":{"rendered":"https:\/\/fintech.tsue.uz\/?p=1711"},"modified":"2026-06-25T22:57:20","modified_gmt":"2026-06-25T17:57:20","slug":"strategic-brand-management-review-of-kellers-brand-equity-model-and-aakers-brand-identity-system","status":"publish","type":"post","link":"https:\/\/fintech.tsue.uz\/?p=1711","title":{"rendered":"STRATEGIC BRAND MANAGEMENT: REVIEW OF KELLER\u2019S BRAND EQUITY MODEL AND AAKER\u2019S BRAND IDENTITY SYSTEM"},"content":{"rendered":"\n<p><strong>Orzukulova Zumrad Abdukhalik kizi<\/strong><\/p>\n\n\n\n<p><em>Phd, Associate professor of the department<\/em><\/p>\n\n\n\n<p><em>International business and creative economy,<\/em><\/p>\n\n\n\n<p><em>&nbsp;\u201cSilk Road\u201d International University of Tourism and Cultural Heritage<\/em><\/p>\n\n\n\n<p><em>E-mail: <\/em><a href=\"mailto:zumradorzukulova@gmail.com\"><em>zumradorzukulova@gmail.com<\/em><\/a><em><\/em><\/p>\n\n\n\n<p><em>ORCID ID: 0009-0004-5220-837X<\/em><\/p>\n\n\n\n<p><strong>Azimova Nozimakhon Alisher kizi<\/strong><\/p>\n\n\n\n<p><em>Master student of<\/em><\/p>\n\n\n\n<p><em>the department International business and creative economy,<\/em><\/p>\n\n\n\n<p><em>\u201cSilk Road\u201d International University of<\/em><\/p>\n\n\n\n<p><em>Tourism and Cultural Heritage<\/em><em> <\/em><em><a href=\"https:\/\/univ-silkroad.uz\/\"><\/a><\/em><\/p>\n\n\n\n<p><em>&nbsp;E-mail: <\/em><em>nozimaazimova@gmail.com<\/em><\/p>\n\n\n\n<p><strong><em>Annotation. <\/em><\/strong><em>This article provides a comprehensive review of two foundational frameworks in strategic brand management: Keller\u2019s Brand Equity Model and Aaker\u2019s Brand Identity System. It explores the components, importance, and applications of each model, highlighting their relevance in modern marketing strategies. The discussion emphasizes the synergy between the two models, suggesting that their integration can enhance brand value and identity. The findings are valuable for academics and practitioners aiming to improve brand management strategies in competitive markets.<\/em><\/p>\n\n\n\n<p><strong><em>Keywords:<\/em><\/strong><em> Brand equity, brand identity, Keller\u2019s model,&nbsp; Aaker\u2019s Model,&nbsp; strategic brand management, consumer perception, brand loyalty, brand associations.<\/em><\/p>\n\n\n\n<p><strong>\u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0418\u0427\u0415\u0421\u041a\u041e\u0415 \u0423\u041f\u0420\u0410\u0412\u041b\u0415\u041d\u0418\u0415 \u0411\u0420\u0415\u041d\u0414\u041e\u041c: \u041e\u0411\u0417\u041e\u0420 \u041c\u041e\u0414\u0415\u041b\u0418 \u0426\u0415\u041d\u041d\u041e\u0421\u0422\u0418 \u0411\u0420\u0415\u041d\u0414\u0410 \u041a\u0415\u041b\u041b\u0415\u0420\u0410 \u0418 \u0421\u0418\u0421\u0422\u0415\u041c\u042b \u0418\u0414\u0415\u041d\u0422\u0418\u0427\u041d\u041e\u0421\u0422\u0418 \u0411\u0420\u0415\u041d\u0414\u0410 \u0410\u0410\u041a\u0415\u0420\u0410<\/strong><\/p>\n\n\n\n<p><strong>\u041e\u0440\u0437\u0443\u049b\u0443\u043b\u043e\u0432\u0430 \u0417\u0443\u043c\u0440\u0430\u0434 \u0410\u0431\u0434\u0443\u0445\u0430\u043b\u0438\u043a <\/strong><strong>\u049b\u0438\u0437\u0438<\/strong><strong><\/strong><\/p>\n\n\n\n<p><em>\u041a\u0430\u043d\u0434\u0438\u0434\u0430\u0442 \u043d\u0430\u0443\u043a, \u0434\u043e\u0446\u0435\u043d\u0442 \u043a\u0430\u0444\u0435\u0434\u0440\u044b \u043c\u0435\u0436\u0434\u0443\u043d\u0430\u0440\u043e\u0434\u043d\u043e\u0433\u043e<\/em><\/p>\n\n\n\n<p><em>\u0431\u0438\u0437\u043d\u0435\u0441\u0430 \u0438 \u043a\u0440\u0435\u0430\u0442\u0438\u0432\u043d\u043e\u0439 \u044d\u043a\u043e\u043d\u043e\u043c\u0438\u043a\u0438,<\/em><\/p>\n\n\n\n<p><em>\u041c\u0435\u0436\u0434\u0443\u043d\u0430\u0440\u043e\u0434\u043d\u044b\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0442\u0443\u0440\u0438\u0437\u043c\u0430 \u0438<\/em><\/p>\n\n\n\n<p><em>\u043a\u0443\u043b\u044c\u0442\u0443\u0440\u043d\u043e\u0433\u043e \u043d\u0430\u0441\u043b\u0435\u0434\u0438\u044f \u00ab\u0418\u043f\u0430\u043a \u0439\u045e\u043b\u0438\u00bb<\/em><\/p>\n\n\n\n<p><em>E<\/em><em>&#8211;<\/em><em>mail<\/em><em>: <\/em><a href=\"mailto:zumradorzuqulova@gmail.com\">zumradorzuqulova@gmail.com<\/a><\/p>\n\n\n\n<p><em>ORCID<\/em><em> <\/em><em>ID<\/em><em>: 0009-0004-5220-837<\/em><em>X<\/em><em><\/em><\/p>\n\n\n\n<p><strong>\u0410\u0437\u0438\u043c\u043e\u0432\u0430 \u041d\u043e\u0437\u0438\u043c\u0430\u0445\u043e\u043d \u0410\u0434\u0438\u0448\u0435\u0440 \u049b\u0438\u0437\u0438<\/strong><strong><\/strong><\/p>\n\n\n\n<p><em>\u041c\u0430\u0433\u0438\u0441\u0442\u0440\u0430\u043d\u0442 \u043a\u0430\u0444\u0435\u0434\u0440\u044b \u043c\u0435\u0436\u0434\u0443\u043d\u0430\u0440\u043e\u0434\u043d\u043e\u0433\u043e<\/em><\/p>\n\n\n\n<p><em>\u0431\u0438\u0437\u043d\u0435\u0441\u0430 \u0438 \u043a\u0440\u0435\u0430\u0442\u0438\u0432\u043d\u043e\u0439 \u044d\u043a\u043e\u043d\u043e\u043c\u0438\u043a\u0438,<\/em><\/p>\n\n\n\n<p><em>\u041c\u0435\u0436\u0434\u0443\u043d\u0430\u0440\u043e\u0434\u043d\u044b\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0442\u0443\u0440\u0438\u0437\u043c\u0430 \u0438<\/em><\/p>\n\n\n\n<p><em>\u043a\u0443\u043b\u044c\u0442\u0443\u0440\u043d\u043e\u0433\u043e \u043d\u0430\u0441\u043b\u0435\u0434\u0438\u044f \u00ab\u0418\u043f\u0430\u043a \u0439\u045e\u043b\u0438\u00bb<\/em><\/p>\n\n\n\n<p><em>E-mail: <\/em><a href=\"mailto:nozimaazimova@gmail.com\"><em>nozimaazimova@gmail.com<\/em><\/a><\/p>\n\n\n\n<p><em>ORCID ID: 0009-0004-5220-837X<\/em><\/p>\n\n\n\n<p><strong><em>\u0410\u043d\u043d\u043e\u0442\u0430\u0446\u0438\u044f.&nbsp; 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\u0438\u0434\u0435\u043d\u0442\u0438\u0447\u043d\u043e\u0441\u0442\u044c \u0431\u0440\u0435\u043d\u0434\u0430, \u041c\u043e\u0434\u0435\u043b\u044c \u041a\u0435\u043b\u043b\u0435\u0440\u0430, \u041c\u043e\u0434\u0435\u043b\u044c \u0410\u0430\u043a\u0435\u0440\u0430, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0447\u0435\u0441\u043a\u043e\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0435 \u0431\u0440\u0435\u043d\u0434\u043e\u043c, \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u044c\u0441\u043a\u043e\u0435 \u0432\u043e\u0441\u043f\u0440\u0438\u044f\u0442\u0438\u0435, \u043b\u043e\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u044c \u043a \u0431\u0440\u0435\u043d\u0434\u0443, \u0430\u0441\u0441\u043e\u0446\u0438\u0430\u0446\u0438\u0438 \u0431\u0440\u0435\u043d\u0434\u0430.<\/em><\/p>\n\n\n\n<p><strong>STRATEGIK BREND MENEJMENTI: KELLERNING BREND KAPITAL MODELI VA AAKERNING BREND SHAXSIY TIZIMINI SHARHLASH<\/strong><\/p>\n\n\n\n<p><strong>Orzukulova Zumrad Abduxalik qizi<\/strong><\/p>\n\n\n\n<p><em>PhD, Xalqaro biznes va ijodiy iqtisodiyot kafedrasi dotsenti,<\/em><\/p>\n\n\n\n<p><em>\u201cIpak yo&#8217;li\u201d Xalqaro turizm va madaniy meros universiteti<\/em><\/p>\n\n\n\n<p><em>E-mail: <\/em><a href=\"mailto:zumradorzuqulova@gmail.com\"><em>zumradorzuqulova@gmail.com<\/em><\/a><em><\/em><\/p>\n\n\n\n<p><em>ORCID ID: 0009-0004-5220-837X<\/em><\/p>\n\n\n\n<p><strong>Azimova Nozimaxon Alisher qizi<\/strong><\/p>\n\n\n\n<p>\u201cIpak yo&#8217;li\u201d Xalqaro turizm va madaniy meros universiteti<\/p>\n\n\n\n<p>Xalqaro biznes va ijodiy iqtisodiyot kafedrasi magistranti<\/p>\n\n\n\n<p><em>E-mail: <\/em>nozimaazimova@gmail.com<\/p>\n\n\n\n<p><strong><em>Annotatsiya. <\/em><\/strong><em>Ushbu maqola strategik brend boshqaruvidagi ikkita asosiy ramkalarni \u2013 Kellerning Brend Kafolati Modeli va Aakerning Brend Identiteti Tizimini keng qamrovli qayd etadi. <\/em><em>Har bir modelning tarkibiy qismlari, ahamiyati va qo&#8217;llanmalari o&#8217;rganiladi, ularning zamonaviy marketing strategiyalaridagi ahamiyati ta&#8217;kidlanadi. Muammo ikki model o&#8217;rtasidagi sinergiyaga e&#8217;tibor qaratadi, ularning integratsiyasi brend qiymatini va identitetini oshirishga yordam berishi mumkinligini taklif etadi. Olingan natijalar raqobatbardosh bozorlarida brend boshqaruv strategiyalarini yaxshilashni maqsad qilgan olimlar va amaliyotchilar uchun foydali bo&#8217;ladi.<\/em><\/p>\n\n\n\n<p><strong><em>Kalit so&#8217;zlar: <\/em><\/strong><em>brend kafolati, brend qiyofasi, Keller modeli, Aaker modeli, Strategik brend boshqaruvi, iste&#8217;molchilarni qabul qilishi, brendga sodiqlik, brend assotsiatsiyalari.<\/em><\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/fintech.tsue.uz\/wp-content\/uploads\/2026\/06\/40.-Orzukulova-Zumrad-Abdukhalik-kizi-Azimova-Nozimakhon-Alisher-kizi-Strategic-brand-management-review-of-kellers-brand-equity-model-and-Aakers-brand-identity-system.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of 40. Orzukulova Zumrad Abdukhalik kizi, Azimova Nozimakhon Alisher kizi - Strategic brand management review of keller\u2019s brand equity model and Aaker\u2019s brand identity system.\"><\/object><a id=\"wp-block-file--media-47bd1f74-ff43-41c2-ba1f-2487891fd76a\" href=\"https:\/\/fintech.tsue.uz\/wp-content\/uploads\/2026\/06\/40.-Orzukulova-Zumrad-Abdukhalik-kizi-Azimova-Nozimakhon-Alisher-kizi-Strategic-brand-management-review-of-kellers-brand-equity-model-and-Aakers-brand-identity-system.pdf\">40. Orzukulova Zumrad Abdukhalik kizi, Azimova Nozimakhon Alisher kizi &#8211; Strategic brand management review of keller\u2019s brand equity model and Aaker\u2019s brand identity system<\/a><a href=\"https:\/\/fintech.tsue.uz\/wp-content\/uploads\/2026\/06\/40.-Orzukulova-Zumrad-Abdukhalik-kizi-Azimova-Nozimakhon-Alisher-kizi-Strategic-brand-management-review-of-kellers-brand-equity-model-and-Aakers-brand-identity-system.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-47bd1f74-ff43-41c2-ba1f-2487891fd76a\">Download<\/a><\/div>\n\n\n\n<p><strong>References<\/strong><\/p>\n\n\n\n<p>1. Kotler, P., Keller, K. L., &amp; Chernev, A. (2024). <em>Marketing Management<\/em>. Pearson.<\/p>\n\n\n\n<p>2. Keller, K. L., Swaminathan, V. (2025). <em>Strategic Brand Management<\/em>. Pearson.<\/p>\n\n\n\n<p>3. Aaker, D. A. (2024). <em>Creating Signature Stories<\/em>. Morgan James Publishing.<\/p>\n\n\n\n<p>4. Chaffey, D., &amp; Ellis-Chadwick, F. (2024). <em>Digital Marketing<\/em>. Pearson.<\/p>\n\n\n\n<p>5. Kumar, V., &amp; Gupta, S. (2025). <em>Journal of Business Research<\/em>, 184, 115089.<\/p>\n\n\n\n<p>6. Torres, A., &amp; Martinez, P. (2024). <em>Business Strategy and the Environment<\/em>, 33(6), 4182\u20134198.<\/p>\n\n\n\n<p>7. Smith, R., &amp; Johnson, T. (2025). <em>Journal of Brand Management<\/em>, 32(1), 25\u201341.<\/p>\n\n\n\n<p>8. Kapferer, J. N. (2024). <em>The New Strategic Brand Management<\/em>. Kogan Page.<\/p>\n\n\n\n<p>9. Lemon, K. N., &amp; Verhoef, P. C. (2025). <em>Journal of Marketing<\/em>, 89(2), 45\u201363.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Orzukulova Zumrad Abdukhalik kizi Phd, Associate professor of the department International business and creative economy, &nbsp;\u201cSilk Road\u201d International University of Tourism and Cultural Heritage E-mail: zumradorzukulova@gmail.com ORCID ID: 0009-0004-5220-837X Azimova Nozimakhon Alisher kizi&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[],"class_list":["post-1711","post","type-post","status-publish","format-standard","hentry","category-2026-yil-3-son"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>STRATEGIC BRAND MANAGEMENT: REVIEW OF KELLER\u2019S BRAND EQUITY MODEL AND AAKER\u2019S BRAND IDENTITY SYSTEM - 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