REGIONAL DEVELOPMENT TRENDS AND BRANDING OPPORTUNITIES IN UZBEKISTAN'S POMEGRANATE SECTOR

This article examines regional development trends in Uzbekistan's pomegranate sector and opportunities for establishing a regional agri-food brand. Based on official statistics, the dynamics of orchard area, gross output, and yield are analyzed. The findings indicate that the sector is currently developing predominantly through extensive growth, with yield being the decisive factor influencing production outcomes. The formation of a regional agri-food brand is interpreted not merely as a marketing exercise but as a comprehensive process based on production stability, product quality, market integration, and economic efficiency. A system of indicators for assessing readiness for regional branding is proposed. The index was tested in the southern regions using official statistics and field survey data, revealing that the principal factors influencing branding readiness are economic efficiency and product quality.