This study explores the brand transformation of UzAuto Motors, a leading Uzbek automotive manufacturer,from its Soviet legacy as UzDaewooAuto to its current identity as a national and globally aspiring brand. Using aqualitative case study approach, the research analyzes how UzAuto Motors has redefined its brand through ownershiprestructuring, visual rebranding, consumer engagement, and international expansion. Thematic analysis of companydocuments, media content, and consumer feedback reveals five strategic branding pillars: localization, modernization,trust-building, glocalization, and innovation. The findings highlight how brand strategy in transitional economies servesnot only commercial goals but also national identity formation. A SWOT analysis further illustrates the firm’s brand positionand future challenges in the global market.
| Mualliflar | Movlonov Bekzod Baxtiyor Ugli, Prof. Dr. Vanessa Gaffar S.E.Ak., MBA, Arief Budiman |
|---|---|
| Jurnal | Innovation science and technologiy |
| Nashr sanasi | 2025-06-25 |
| Jild | 1 |
| Son | 6 |
| Betlar | 109-114 |
| Til | Ingliz |
| DOI | 10.5281/zenodo.17446688 |
DOI: 10.5281/zenodo.17446688 · Maqolaning asl sahifasi
UzAuto Motors, Branding Post-Soviet Transformation Uzbekistan Brand Identity Glocalization Case study
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