IMPROVING MARKETING STRATEGIES TO ENHANCE THE COMPETITIVENESS OF NATIONAL LEATHER AND FOOTWEAR BRANDS

Abstract

The development of Uzbekistan’s leather and footwear industry has created favorable conditions for expanding domestic production and export potential. However, increasing production volumes alone do not ensure the competitiveness of national brands in domestic and international markets. The purpose of this study is to improve and systematize marketing strategies aimed at enhancing the competitiveness of national leather and footwear brands. The study employs content analysis of scientific literature, comparative and systematic analysis, grouping of marketing indicators, cause-and-effect analysis, logical evaluation, and conceptual modeling. The results indicate that brand identity, digital marketing, customer experience, customer relationship management, brand loyalty, and perceived quality should be integrated into a unified strategic marketing system. Based on these findings, an integrated marketing model for strengthening national leather and footwear brands is proposed. The study also develops a system of strategic indicators for assessing brand competitiveness and identifies priority directions for digital transformation, customer-oriented marketing, brand positioning, and export-oriented promotion.