THE EFFECTS OF REBRANDING TO THE IMAGE OF THE COUNTRY: IN THE CASE OF UZBEKISTAN

Abstract

This article delves into the intriguing domain of country rebranding, focusing specifically on Uzbekistan, a nation that's been an integral part of the historic Silk Road and is steeped in a rich tapestry of cultural heritage. This subject is inspired by the nation's recent efforts to overhaul its international image and make a mark on the global stage. The central intent of this study is to scrutinize the impact of these rebranding efforts on Uzbekistan's global image, thereby offering insights into the transformative power of nation branding.