Khasanov Sokhib Latifovich (1)
General Background: The pharmaceutical industry plays a pivotal role in national healthcare and economic security, especially under increasing global competition and consumer demand. Specific Background: In Uzbekistan, recent state reforms have driven growth in the local pharmaceutical sector, yet many enterprises lack strategic branding, limiting their market competitiveness. Knowledge Gap: Despite global recognition of branding’s impact, local studies inadequately address its strategic, psychological, and institutional dimensions, often reducing it to superficial elements like logos or product names. Aims: This study aims to analyze the role of branding strategies in shaping a competitive environment among Uzbek pharmaceutical enterprises and to propose context-specific solutions for brand development. Results: The analysis reveals that domestic products occupy 37% of the market by volume but only 13% by value, highlighting a branding deficit. Strategic branding can enhance consumer trust, differentiate products, and increase export readiness. Novelty: The study integrates multidisciplinary branding theories with local market analysis, offering practical, evidence-based branding recommendations tailored to Uzbekistan’s pharmaceutical sector. Implications: Effective branding strategies can serve as tools for sustainable competitiveness, transforming local pharmaceutical brands into assets that foster customer loyalty, attract investment, and bolster national economic resilience.Highlights:
Strategic Branding Is EssentialBranding is not just logos—it builds consumer trust, emotional connection, and long-term market positioning for local pharmaceutical firms.
Local Brands Are UnderdevelopedDespite making up 37% of consumption, most Uzbek pharmaceutical companies lack a full branding platform and remain focused only on product names and packaging.
Branding Boosts Export and InvestmentA strong brand image increases not just domestic loyalty but also international market access and investor appeal.
Keywords: Branding Strategy, Pharmaceutical Industry, Competitive Advantage, Consumer Trust, Uzbekistan
P. Kotler, Marketing Management, 15th ed. London, UK: Pearson Education, 2016.
D. A. Aaker, Aaker on Branding: 20 Principles That Drive Success. New York, NY: Morgan James Publishing, 2014.
J.-N. Kapferer, The New Strategic Brand Management, 5th ed. London, UK: Kogan Page, 2012.
K. L. Keller and D. R. Lehmann, “Brands and Branding: Research Findings and Future Priorities,” Marketing Science Institute Working Paper, 2018.
Z. Khoshimov and Sh. Sattarov, Marketing Theory and Practice. Tashkent, Uzbekistan: Economy Publishing House, 2020.
A. Chernev, Strategic Brand Management. Austin, TX: Cerebellum Press, 2020.
L. De Chernatony and M. McDonald, Creating Powerful Brands, 3rd ed. London, UK: Routledge, 2003.
PharmaTimes, “Global Pharma Branding Strategies,” PharmaTimes Magazine, Mar. 2023.
W. L. Wilkie and E. S. Moore, “Macromarketing as a Pillar of Marketing Thought,” Journal of Macromarketing, vol. 26, no. 2, pp. 224–232, 2006.
M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance. New York, NY: Free Press, 2008.
K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall, 2003.
T. Gad, 4-D Branding: Cracking the Corporate Code of the Network Economy. London, UK: Financial Times Prentice Hall, 2001.
F. Abdullaev and U. Makhmudov, “In Uzbekistan Brand Management Problems and Solutions,” Economic Development, no. 3, Tashkent, Uzbekistan, 2021.
P. Doyle, Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. Chichester, UK: John Wiley & Sons, 2001.
S. L. Khasanov, “Branding Strategies for Improving Competitiveness in Local Pharmaceutical Companies,” in Proc. GlobalBiz Summit: Business and Economic Strategies for the Future, vol. 1, pp. 1–5, 2025.