Russian and Global Brands Marketing Strategies in Uzbekistan: Features, Drivers and Barriers

The relevance of examining localization and standardization strategies in international marketing becomes evident due to the growing presence of Russian and international brands in the Uzbek market. Consequently, there is a necessity to formulate a proficient marketing strategy aimed at enhancing financial outcomes, specifically in terms of profitability and sales growth. This study examined the country’s communication environment, and also identified the localization features of the communication strategy of Russian and international brands. The study of extensive literature made it possible to identify the positive and negative consequences of localization and determine an effective model for building a communication strategy. As part of the desk research, the market of Uzbekistan was studied in detail, including the analysis of existing cases of localization of the Sosa Cola, Pepsi and Fanta brands. Thanks to expert interviews with top representatives of the industry, drivers and barriers to the localization of the communication strategy were identified, and practical recommendations were offered for bringing Russian and international brands to the market. The result of the study is a unique model for localizing a communication strategy, relevant for the Uzbekistan market. The results provide direction for brands planning to enter the market and can form the basis for building an effective communications strategy. The work continues the debate on localization and contributes to the communication aspect, which has previously been poorly studied. Key words: localization, standardization, communication strategy, international marketing, Central Asia.