How to Form a Suc­cess­ful Na­tional Brand?

Uzbekistan Today (English) - - TODAY IN UZBEKISTAN - Igor Ch­ernykh

In Tashkent, a con­fer­ence was held ded­i­cated to the for­ma­tion of the na­tional brand of Uzbek­istan, aimed at fur­ther strength­en­ing the in­ter­na­tional sta­tus and pro­mot­ing the eco­nomic in­ter­ests of our coun­try in the in­ter­na­tional arena.

Rep­re­sen­ta­tives of the State Com­mit­tee for Tourism De­vel­op­ment, the Union of Youth of Uzbek­istan, the Cen­ter for De­vel­op­ment Strat­egy, the In­ter­na­tional Press Club, ex­perts, jour­nal­ists par­tic­i­pated in the event or­ga­nized by the Com­mit­tee on In­ter­na­tional Re­la­tions, For­eign Eco­nomic Re­la­tions, For­eign In­vest­ments and Tourism of the Sen­ate of the Oliy Ma­jlis to­gether with (in co­op­er­a­tion with) the UNESCO Of­fice in our coun­try.

It was noted at the con­fer­ence that strate­gic tasks aimed at cre­at­ing the na­tional brand of Uzbek­istan and find­ing a wor­thy place of the coun­try among the de­vel­oped coun­tries of the world are suc­cess­fully im­ple­mented in our coun­try. Suc­ces­sive (grad­ual, in­cre­men­tal) re­forms car­ried out within the frame­work of the im­ple­men­ta­tion of the Ac­tion Strat­egy.

Keen (great) in­ter­est in the in­ter­na­tional com­mu­nity is caused by large-scale re­forms be­ing car­ried out (tak­ing place) in Uzbek­istan in pub­lic ad­min­is­tra­tion, so­cio-eco­nomic, spir­i­tual and ed­u­ca­tional spheres. The prin­ci­ple of fur­ther strength­en­ing of re­la­tions with neigh­bor­ing states is de­fined as a pri­or­ity task in the coun­try's for­eign pol­icy. As a re­sult, mu­tu­ally ben­e­fi­cial and friendly co­op­er­a­tion with the states of Cen­tral Asia has been raised to a new stage. It is this pri­or­ity that has be­come an im­por­tant guar­an­tor of rais­ing the in­ter­na­tional sta­tus of Uzbek­istan as a re­li­able po­lit­i­cal and trade-eco­nomic part­ner.

The world com­mu­nity warmly wel­comed the pro­pos­als put for­ward by the Pres­i­dent of our coun­try dur­ing the speech at the 72nd ses­sion of the UN Gen­eral As­sem­bly in con­nec­tion with the de­vel­op­ment of an in­ter­na­tional le­gal doc­u­ment aimed at the for­ma­tion and im­ple­men­ta­tion of a global youth pol­icy, the adop­tion of a spe­cial res­o­lu­tion of the Gen­eral As­sem­bly “Ed­u­ca­tion and Re­li­gious Tol­er­ance”. The open, friendly and prag­matic pol­icy pur­sued by the head of our state is an im­por­tant fac­tor in rais­ing the sta­tus of Uzbek­istan not only at the re­gional but also in­ter­na­tional level.

Dur­ing the con­fer­ence it was em­pha­sized that such qual­i­ties fully cor­re­spond (meet) to one of the im­por­tant con­di­tions for the for­ma­tion of the coun­try's brand - the prin­ci­ple of ac­tive par­tic­i­pa­tion of the state in global and in­ter­na­tional pro­cesses.

The cre­ation of a suc­cess­ful brand re­quires the in­ter­con­nected de­vel­op­ment of such ar­eas as tourism, in­creas­ing the coun­try's ex­port po­ten­tial, ac­ti­vat­ing for­eign and do­mes­tic poli­cies, at­tract­ing in­vest­ments, pro­mot­ing cul­ture and en­sur­ing the well-be­ing of the peo­ple.

“Uzbek­istan has great op­por­tu­ni­ties to pro­mote the na­tional brand in the world mar­ket,” said Badarch Den­dev. - In par­tic­u­lar, you can list sev­eral fac­tors, such as the rich cul­tural her­itage of the coun­try, sta­ble de­vel­op­ment, hos­pi­tal­ity of the peo­ple of Uzbek­istan, mod­ern in­fra­struc­ture of his­toric cities and oth­ers. Thanks to the pic­turesque na­ture, such an­cient cities as Sa­markand, Bukhara, Khiva, great thinkers and sci­en­tists from Uzbek­istan, their in­valu­able her­itage, your coun­try at­tracts tourists from all over the world.

The is­sues of for­ma­tion of the na­tional brand of Uzbek­istan, the de­vel­op­ment and im­ple­men­ta­tion of a joint pro­gram of ac­tions by state and pub­lic or­ga­ni­za­tions to iden­tify and elim­i­nate ob­sta­cles in this process were dis­cussed at the con­fer­ence. The need to im­ple­ment a deeply thought out strate­gic ap­proach to strength­en­ing the in­ter­na­tional sta­tus of Uzbek­istan was un­der­lined. An anal­y­sis of the sci­en­tific and the­o­ret­i­cal as­pects of the for­ma­tion of the na­tional brand was made.

Sug­ges­tions (pro­pos­als) were made to cre­ate an in­ter­de­part­men­tal work­ing group on co­or­di­na­tion of work in ac­ti­vat­ing the na­tional brand, to at­tract in­ter­na­tional ex­perts to this process.

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