FROM SOVIET LEGACY TO GLOBAL IDENTITY: THE BRAND STRATEGY OF UZAUTO MOTORS
DOI:
https://doi.org/10.5281/zenodo.17446688Keywords:
UzAuto Motors, Branding Post-Soviet Transformation Uzbekistan Brand Identity Glocalization Case studyAbstract
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 a
qualitative case study approach, the research analyzes how UzAuto Motors has redefined its brand through ownership
restructuring, visual rebranding, consumer engagement, and international expansion. Thematic analysis of company
documents, 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 serves
not only commercial goals but also national identity formation. A SWOT analysis further illustrates the firm’s brand position
and future challenges in the global market.
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