REGIONAL FRUIT BRANDS AND EXPORT COMPETITIVENESS IN UZBEKISTAN

Regional fruit brands can help Uzbek producers differentiate their products by origin, quality, and production characteristics, but brand recognition alone is insufficient to ensure export performance. This article examines the relationship between regional branding and export competitiveness, drawing on examples of Uzbek fruit identities, horticultural marketing initiatives, and export-oriented business practices described in the source material. The analysis covers target-market research, geographical indications, product positioning, logistics, market information, and public support. The findings indicate that local products such as Quva and Sherobod pomegranates, Fergana grapes, and Khorezm melons have potential for origin-based differentiation, while variations in quality, fragmented supply, limited market intelligence, and high logistics and financing costs may constrain export performance. The article outlines a regional branding pathway linking product identification, common standards, brand communication, target-market selection, and coordinated delivery. It recommends strengthening market research, producer cooperation, digital trade information, and targeted export support to enhance the credibility and competitiveness of Uzbek fruit brands.