Keywords
Abstract
Maqolada kinomotografiya sohasida brend tushunchasining mohiyati, tarkibiy elementlari va shakllanish mexanizmlari tahlil qilinadi. Kino brendi tomoshabin ongida film yoki kino mahsulotiga nisbatan barqaror assotsatsiyalarni shakllantiradi, bu esa mahsulotning tanilish darajasi, tijoriy muvaffaqiyati va madaniy ta’sirchanligini oshiradi.
Maqolada O‘zbekiston kino sanoatidagi tarixiy va madaniy filmlar, PR texnologiyalari, marketing strategiyalari va raqamli platformalarda brend yaratish jarayonlari misollar orqali ko‘rib chiqiladi. Shuningdek, kino mahsuloti milliy va global auditoriyada tomoshabinning hissiy va kognitiv tajribasini shakllantirishda qanday rol o‘ynashi tahlil qilinadi.
References
Bordwell, D., & Thompson, K. (2019). Film art: An introduction (12th ed.). New York, NY: McGraw-Hill Education.
Gupta, S., Miller, M., & Lee, T. (2020). Nations as brands: Cinema’s place in the branding role. Journal of Business Research, 116, 721–733.
Huang, X. (2024). Research on the optimization of film marketing strategy by new media. Journal of Media Economics and Management, 15(2), 45–63.
Kara, F. (2015). National identity and cinema: Turkish cinema as a cultural tool. Journal of Cultural Studies, 8(3), 112–127.
Wang, L. (2022). Local and global cultural attributes in national film branding. International Journal of Media and Cultural Studies, 10(1), 77–91.
Barnwell, R. G. (2018). Guerrilla film marketing: The ultimate guide to the branding, marketing, and promotion of independent films & filmmakers. London: Routledge.
Chan, F. F. Y., Petrovici, D., & Lowe, B. (2018). The influence of audience characteristics on the effectiveness of brand placement memory. Journal of Retailing and Consumer Services, 44, 134–149.
O‘zbekiston Respublikasi Prezidenti Administratsiyasi. (2024). Kinomadaniyatni rivojlantirish bo‘yicha tashabbuslar. https://president.uz/oz/lists/view/3966