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Abstract
Ushbu maqolada brend imijini shakllantirish jarayonida ijtimoiy media kontentining, xususan vizual kommunikatsiyaning o‘rni ko‘rib chiqiladi. Zamonaviy raqamli muhitda brendlar auditoriya bilan doimiy o‘zaro ta’sirga kirishar ekan, vizual kontent nafaqat estetik ifoda vositasi, balki identifikatsiya, emotsional pozitsionlashtirish va ma’no yaratish mexanizmlarining asosiy elementiga aylanmoqda. Tadqiqot turli nazariy yondashuvlar — semiotika, vizual retorika, brend kommunikatsiyasi va iste’molchi psixologiyasi asosida olib borilgan bo‘lib, ijtimoiy tarmoqlarda qo‘llanilayotgan tasvirlar, ranglar, grafika, kompozitsiya va narrativ strukturalar brend haqidagi percepsiyani qanday shakllantirishi tahlil qilinadi
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