This article explores the main factors that hinder the formation and development of Uzbekistan’s tourism brand. From a marketing perspective, a tourism brand is not only a means of creating a positive external image but also a reflection of the country’s economic, social, and cultural development. However, several systemic challenges stand in the way of fully implementing a cohesive brand strategy.

This article analyzes the loyalty and brand trust through applying digital marketing strategies and offering some improvements to get highly satisfied customer profile. This article also shows how educational centers are implementing digital marketing tools like SMM, Google Analytics and Ads to drive customer demand and increase their trust to the brand

This article discusses the issues of improving the audit of intangible assets (IA) using the example of Asakabank JSCB operating in the banking system of Uzbekistan. The study analyzed software, internet banking platforms, mobile applications, brand value and other intellectual property objects recorded in the bank's balance sheet in accordance with the requirements of IFRS 38 "Intangible Assets" and IFRS 3 "Business Combinations". The main problems encountered in the process of auditing IIA at Asakabank - subjectivity in valuation, insufficient completeness of the legal documents base, discrepancies in depreciation policies - were identified, and proposals and recommendations based on advanced international practices were developed to eliminate them. In particular, measures such as standardizing the valuation methodology, integrating digital technologies into the audit process, improving the skills of auditors and strengthening intellectual property rights were proposed. The results of the study will serve to increase the transparency of the audit of intangible assets at Asakabank JSCB and ensure the reliability of financial statements.

The article examines approaches to developing a practical model for adapting foreign university marketing strategies to the context of higher education institutions in Uzbekistan, taking into account institutional reforms, the characteristics of the digital environment, and legal restrictions on data processing. It considers the methodological foundations of the study, including a review of international and Uzbek literature and official sources, comparative case analysis, SWOT analysis, as well as the modeling of survey and interview results

The article discusses best practices for a successful segmentation-based approach, focusing on the importance of thorough market research, consistent messaging, and the use of advanced analytics. It provides insights into how companies can effectively engage different customer segments and increase their market presence through a well-designed differentiated marketing strategy.

This article emphasizes the significant importance of the increasing number of large food service enterprises in the food sector. The emergence of large manufacturing enterprises in the food service sector is leading not only to the creation of new jobs but also to the introduction of new types of services. Such large manufacturing enterprises are highly developed in foreign countries, and the study of these large food service enterprises will help us understand the extent of operations of such enterprises in our country.