ბიზნესის განვითარების ერთ-ერთი ინსტრუმენტის - ბრენდირების გამოყენების თავისებურებანი საქართველოში

The given master’s thesis examines one of the most important factors for the business success – Branding. The role of Branding continues to grow in the modern business world. World practice shows that creation of the strong brand name has become the main tool for gaining competitive superiority and improving business efficiency.
The main part of the paper discusses brand importance issues, brand value assessment methods and brand creation and management process specificity. There is represented the analysis of the Georgian brands research results as well.
The main results of the research presented in the given master’s thesis are detailed discussion of the brand theoretical aspects and identification of the main problems and peculiarities related to the brand creation and management processes in the Georgian reality.