Development of a National Rating System to Evaluate the Brand Attraction of Sewing and Knitting Enterprises

Abstract

The article proposes a mechanism for creating a national rating system aimed at including local brands in the international ranking of global brands in order to assess the brand attractiveness of sewing and knitting companies operating in Uzbekistan. It recommends the methodology of rating of national and global brands, the main segments of the analysis of national brands, the direction of development of the rating system, the rating criteria for the evaluation of local brands and the sources of their identification. The development of a national rating system for brand evaluation will lead to the formation of a healthy competitive environment for local brands, protection of consumers from substandard products, the creation of an integrated system between enterprises and consumers.