BRAND MANAGEMENT AND MARKETING RESEARCH IN THE GLOBAL MARKET

This article focuses on the production of goods in the market economy and increasing its quality and competitiveness. Marketing research plays an important role in brand management as it helps in analyzing consumer behavior, needs, and market trends. This article examines the importance of marketing research in formulating brand strategies, determining brand positioning, and assessing competitors, as well as its role in strengthening communication with consumers. With the help of research, it is possible to make the right decisions and ensure the long-term success of the brand. The article also presents methodologies, results analysis, and case studies.