Ways to Use Branding Strategy in Managing the Competitiveness of Local Pharmaceutical Enterprises

This article analyzes the role and importance of branding strategy in increasing the competitiveness of local pharmaceutical enterprises. Analytical conclusions are drawn based on accurate statistical data on the growth dynamics of the pharmaceutical market of Uzbekistan for 2020-2024, the level of import dependence, and the share of local products. Based on the scientific views of international and local scientists, the conceptual foundations of branding, the main directions of branding strategies, and their current mechanisms of action are studied. The results of the research have led to the development of practical recommendations for local pharmaceutical companies.