TRANSCREATION STRATEGIES IN ADAPTING INTERNATIONAL BRAND NAMES AND SLOGANS FOR THE UZBEK MARKET

Аннотация

As international companies increasingly enter the growing market of Uzbekistan, standard marketing strategies face significant linguistic and cultural barriers. This paper explores the critical role of transcreation—the process of creatively adapting messages from one language to another while maintaining their original intent, style, and tone—in modifying global brand names and slogans for Uzbek consumers. Traditional word-for-word translation frequently fails to capture the cultural nuances, traditional idioms, and emotional depth required to influence local buyers. By analyzing local market dynamics, linguistic script challenges, and cultural dimensions such as collectivism, this study highlights how successful brands build meaningful consumer connections. The findings indicate that balancing a global identity with local values, such as hospitality and family solidarity, is essential. Ultimately, this research offers a practical framework for international marketers to communicate authentically within Uzbekistan's unique linguistic and sociocultural landscape