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TABLE OF CONTENTS CHAPTER I. INTRODUCTION.. 4 1.1. Justification of the topic of the thesis and its relevance. 4 1.2. The purpose and objectives of the research. 7 1.3. The main problems and questions of the research. 7 1.4. Research object and subject 8 1.5. Scientific-theoretical and practical significance of the research results 8 1.6. Brief description of the content of the thesis. 9 CHAPTER II. LITERATURE REVIEW.. 10 2.1. Review of theoretical literature. 10 2.2. Empirical literature review.. 18 CHAPTER III. METHODOLOGY.. 23 3.1. Research design. 23 3.2. Data collection process. 23 3.3. Methods used for analysis 23 CHAPTER IV. RESULTS AND DISCUSSION.. 26 4.1. Analyzing the brand performance in Uzbekistan. 26 4.2. The role of Personal branding in business success 40 4.3. Impact of Social Media Marketing on brand image. 49 4.4. Brand management planning. 53 4.5. Factors affecting the business prestige. 64 CHAPTER V. CONCLUSIONS AND RECOMMENDATIONS FOR FUTURE STUDIES 72 5.1. Summary of results related to the research question. 72 5.2. Contribution to the advancement of science and knowledge. 73 5.3. Research Limitations and Suggestions for Future Research. 73 5.4. Relevance of the research results to practice and practical significance of the results 75 REFERENCES. 76

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