From soviet legacy to global identity: the brand strategy of uzauto motors

Movlonov Bekzod Baxtiyor Ugli, Prof. Dr. Vanessa Gaffar S.E.Ak., MBA, Arief Budiman

Innovation science and technologiy · 2025-yil

Annotatsiya

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.

DOI: 10.5281/zenodo.17446688 · Maqolaning asl sahifasi

Kalit so‘zlar

UzAuto Motors, Branding Post-Soviet Transformation Uzbekistan Brand Identity Glocalization Case study

Iqtibos keltirish

@article{movlonovbekzodbaxtiyorugli2025,
  title = {FROM SOVIET LEGACY TO GLOBAL IDENTITY: THE BRAND STRATEGY OF UZAUTO MOTORS},
  author = {Movlonov Bekzod Baxtiyor Ugli and Prof. Dr. Vanessa Gaffar S.E.Ak., MBA and Arief Budiman},
  journal = {Innovation science and technologiy},
  year = {2025},
  volume = {1},
  number = {6},
  pages = {109-114},
  doi = {10.5281/zenodo.17446688},
  url = {https://doi.org/10.5281/zenodo.17446688}
}

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