THE ROLE OF INVESTMENTS IN DESIGN AND BRANDING IN ENHANCING THE COMPETITIVENESS OF LIGHT INDUSTRY ENTERPRISES

Abstract

This article examines the role of investments directed towards design and branding in enhancing the competitiveness of light industry enterprises. In modern global markets, not only production capacity but also the aesthetic value of products, their distinctive features, and brand capital emerge as key sources of competitive advantage. The article first explains the economic essence of design and branding and their mechanisms of influence on the market position of enterprises. It then analyzes the current state of the light industry sector in Azerbaijan, the functioning of design centers, and the institutional and financial constraints encountered in the process of brand creationThe findings reveal that targeted investments in design and branding not only increase the volume of production but also contribute to the expansion of export potential, the strengthening of the “Made in Azerbaijan” concept, the creation of new jobs, and the establishment of a sustainable position in international markets. As a result, the article recommends strengthening supportive state policies, establishing design and branding laboratories for SMEs, and expanding innovative support mechanisms in technoparks.