How to Form a Successful National Brand?
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.